Bidirectional contrast effects between taste perception and simulation: A simulation‐induced adaptation mechanism
四项实验发现，实际味觉体验与味觉心理模拟能相互产生对比效应，且该效应依赖于想象式加工模式，并在真实营销环境中得到验证。
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.