Research paper
Morewedge CK, Huh YE, Vosgerau J. Thought for food: imagined consumption reduces actual consumption. Science. 2010;330(6010):1530-1533.
Why we cite it
A Science paper demonstrating that mental simulation of eating can produce habituation effects equivalent to actual consumption — overturning the intuitive assumption that thinking about food increases desire. The food-specificity of the effect (imagining cheese doesn’t reduce M&M consumption) and the wanting-vs-liking dissociation (reduced desire but intact palatability) make this mechanistically precise. Relevant to the project as evidence that cognitive strategies can modulate appetite without requiring willpower-based suppression.
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