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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

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