Bidirectional contrast effects between taste perception and simulation: A simulation-induced adaptation mechanism

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• 作者：Kao Si^a ; ^{kaosi@baf.cuhk.edu.hk} ; Yuwei Jiang^b
• 关键词：Contrast effect ; Taste perception ; Mental simulation ; Mental imagery
• 刊名：Journal of Consumer Psychology
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：27
• 期：1
• 页码：49-58
• 全文大小：967 K
• 卷排序：27

文摘

Four experiments reveal that actual taste perception and mental simulation of taste can exert a bidirectional contrast effect on each other. Experiment 1 shows that similar to actual taste experience, simulated taste experience is influenced by a prior actual taste in a contrastive manner. Experiment 2 shows that this contrast effect of actual taste on taste simulation occurs only when people adopt an imagery-based rather than an analytical processing mode. Experiment 3 demonstrates the bidirectional nature of the current effect and again shows that it depends on people's use of mental simulation. Lastly, experiment 4 replicates the observed effect in a realistic marketing environment. These findings support the proposition of a simulation-induced adaptation mechanism. Theoretical and practical implications of this research are discussed.