Assimilation and contrast are on the same scale of food anticipated-experienced pleasure divergence.
Davidenko Olga, Delarue Julien, Marsset-Baglieri Agnès, +4 more·Appetite
Consumption of a product is preceded by an anticipation of its qualities by the consumer, which can itself modify the consumption experience. Improved knowledge of anticipation would allow better manipulation of it, for example to enhance the acceptance of healthier foods. According to the Assimilation-Contrast theory,…