It Must Be Good Because I Am Drooling: Incidental Salivating Experience Affects Product Liking

Two studies provide initial evidences supporting the spillover effect of incidental salivating experience on product evaluation. Salivating, caused either by food tasting or olfactory imagery cues, positively affected product liking. This effect was stronger when consumer’s cognitive resources is restricted, but had less influence when people are mindful.


Chun-Ming Yang, Wen-Hsien Huang, and Pei-Wen Fu (2014) ,"It Must Be Good Because I Am Drooling: Incidental Salivating Experience Affects Product Liking", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 819-819.


Chun-Ming Yang, Ming Chuan University, Taiwan
Wen-Hsien Huang, National Chung Hsing University,Taiwan
Pei-Wen Fu, National Sun Yat-Sen University, Taiwan


NA - Advances in Consumer Research Volume 42 | 2014

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