Tell me what you imagine and I will tell you what you want: The effects of mental simulation on desire and food choice

Many people struggle with the classical choice of eating a mouth-watering snack versus a healthier product. One of the reasons behind this is that unhealthier products are appealing for their direct gratification; they deliver pleasure. The present research investigates the effect of mental simulation as a relatively new strategy to possibly shift the balance between direct gratification and the consideration of longer-term benefits necessary to...