Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

When do products (and money) literally make your mouth water?

15.09.2011
In certain situations, people actually salivate when they desire material things, like money and sports cars, according to a new study in the Journal of Consumer Research.

"In multiple languages, the terms hunger and salivation are used metaphorically to describe desire for non-food items," writes author David Gal (Northwestern University). "But will people actually salivate when they desire material things?"

The answer, Gal found, is yes. In one study, for example, Gal examined whether people salivated in response to money. "Merely being exposed to the concept of money has been shown to have dramatic effects on behavior, and it has even been argued that money can be conceptualized as a drug in that it imitates the action of biological incentives in driving behavior," Gal writes. In the experiment, the author measured salivation by having participants put cotton dental rolls in their mouths while they gazed at pictures of money. He later weighed the rolls to measure the amount of saliva.

Before they viewed money, however, Gal primed the participants to feel powerful or to feel that they lacked power. "The main result of the experiment was that participants salivated to money (relative to baseline), but only when they were in a low-power state," Gal writes. "This suggests that people salivate to non-food items when those are items are desired to fulfill a highly active goal."

Next, Gal wondered whether men would salivate to high-end sports cars. Instead of looking at their perceived power, he induced some of the men to have a "mating goal," because prior research has shown that men who want to impress women purchase conspicuous luxury goods. Gal showed the men photos of attractive women and asked them to choose one they would like to date. Gal asked the other group of men to ponder a visit to the barber. The men with the active mating goal salivated more at images of high-end sports cars than the men who had been prompted to imagine getting a haircut.

"Why do people salivate to money and to sports cars?" Gal asks. "One possibility is the increasingly well-established finding that all objects of desire, whether biological or non-biological, activate the same general reward system in the brain. Salivation might merely be the consequence of the activation of this general reward system."

David Gal. "A Mouthwatering Prospect: Salivation to Material Reward." Journal of Consumer Research (published online July 25, 2011). For further information see http://ejcr.org

Mary-Ann Twist | EurekAlert!
Further information:
http://ejcr.org

More articles from Studies and Analyses:

nachricht Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University

nachricht New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Demonstration of a single molecule piezoelectric effect

Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale

Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...

Im Focus: Hybrid optics bring color imaging using ultrathin metalenses into focus

For photographers and scientists, lenses are lifesavers. They reflect and refract light, making possible the imaging systems that drive discovery through the microscope and preserve history through cameras.

But today's glass-based lenses are bulky and resist miniaturization. Next-generation technologies, such as ultrathin cameras or tiny microscopes, require...

Im Focus: Stem cell divisions in the adult brain seen for the first time

Scientists from the University of Zurich have succeeded for the first time in tracking individual stem cells and their neuronal progeny over months within the intact adult brain. This study sheds light on how new neurons are produced throughout life.

The generation of new nerve cells was once thought to taper off at the end of embryonic development. However, recent research has shown that the adult brain...

Im Focus: Interference as a new method for cooling quantum devices

Theoretical physicists propose to use negative interference to control heat flow in quantum devices. Study published in Physical Review Letters

Quantum computer parts are sensitive and need to be cooled to very low temperatures. Their tiny size makes them particularly susceptible to a temperature...

Im Focus: Autonomous 3D scanner supports individual manufacturing processes

Let’s say the armrest is broken in your vintage car. As things stand, you would need a lot of luck and persistence to find the right spare part. But in the world of Industrie 4.0 and production with batch sizes of one, you can simply scan the armrest and print it out. This is made possible by the first ever 3D scanner capable of working autonomously and in real time. The autonomous scanning system will be on display at the Hannover Messe Preview on February 6 and at the Hannover Messe proper from April 23 to 27, 2018 (Hall 6, Booth A30).

Part of the charm of vintage cars is that they stopped making them long ago, so it is special when you do see one out on the roads. If something breaks or...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

2nd International Conference on High Temperature Shape Memory Alloys (HTSMAs)

15.02.2018 | Event News

Aachen DC Grid Summit 2018

13.02.2018 | Event News

How Global Climate Policy Can Learn from the Energy Transition

12.02.2018 | Event News

 
Latest News

Fingerprints of quantum entanglement

16.02.2018 | Information Technology

'Living bandages': NUST MISIS scientists develop biocompatible anti-burn nanofibers

16.02.2018 | Health and Medicine

Hubble sees Neptune's mysterious shrinking storm

16.02.2018 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>