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

Kao Si, Yuwei Jiang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

6 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)49-58
Number of pages10
JournalJournal of Consumer Psychology
Issue number1
Publication statusPublished - 1 Jan 2017


  • Contrast effect
  • Mental imagery
  • Mental simulation
  • Taste perception

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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