Concepts are grounded in sensorimotor simulations, but what role these simulations play in everyday cognition is unknown. We investigate one domain where the senses are especially important: food. Unhealthy food is typically considered tastier than healthy food, and is therefore more attractive. We explored to what extent sensory associations differ between healthy and unhealthy foods, and whether these differences affect food attractiveness. In Study 1, using existing sensorimotor norms (Lynott, Connell, Brysbaert, Brand, & Carney, 2020) we found that unhealthy food is more strongly associated with taste, smell, and interoception than healthy food. Furthermore, these enhanced sensory associations mediated the relationship between healthiness and attractiveness. In Study 2, when participants were presented only with food words, unhealthy foods were more strongly associated with all perceptual modalities than healthy food. Again, this association mediated the relationship between healthiness and attractiveness: unhealthy food is more attractive because it is more strongly associated with sensory experience. We also found that the role of sensory associations in food attractiveness is affected by context. When participants were instructed to imagine eating the food, mediation by perceptual strength was weaker compared to receiving no instruction. Our results suggest that sensory simulation explains why unhealthy food is more attractive than healthy food, implying sensory simulation has a role in goal-directed behavior.
Correction to ‘Decoding and encoding models reveal the role of mental simulation in the brain representation of meaning’
