Mental Simulation of Visceral States Affects Preferences and Behavior

Preferences and behavior are heavily influenced by one’s current visceral experience, yet people often fail to anticipate such effects. Although research suggests that this gap is difficult to overcome—to act as if in another visceral state—research on mental simulation has demonstrated that simulations can substitute for experiences, albeit to a weaker extent. We examine whether mentally simulating visceral states can impact preferences and behavior. We show that simulating a specific visceral state (e.g., being cold or hungry) shifts people’s preferences for relevant activities (Studies 1a-2) and choices of food portion sizes (Study 3). Like actual visceral experiences, mental simulation only affects people’s current preferences but not their general preferences (Study 4). Finally, people project simulated states onto similar others, as is the case for actual visceral experiences (Study 5). Thus, mental simulation may help people anticipate their own and others’ future preferences, thereby improving their decision making.