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

Journal of Consumer Psychology - Tập 27 - Trang 49-58 - 2017
Kao Si1, Yuwei Jiang2
1Department of Marketing, The Chinese University of Hong Kong, Sha Tin, New Territories, Hong Kong
2Department of Management and Marketing, The Hong Kong Polytechnic University, Kowloon, Hong Kong

Tóm tắt

Abstract

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.


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Thông tin xuất bản

Journal of Consumer Psychology

Tập 27

49-58

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