Bidirectional Context Effects Between Taste Perception and Simulation

Results from three experiments show that bidirectional context effects exist between taste perception and mental simulation of taste. Specifically, tasting (mentally simulating the taste of) a salty food item makes consumers judge a subsequent simulated (actually tasted) sweet food item to be sweeter.



Citation:

Kao Si and Yuwei Jiang (2014) ,"Bidirectional Context Effects Between Taste Perception and Simulation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 810-810.

Authors

Kao Si, The Chinese University of Hong Kong, Hong Kong
Yuwei Jiang, The Hong Kong Polytechnic University, Hong Kong



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More

Featured

Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA

Read More

Featured

Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination

Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.