Expertise Shapes Multimodal Imagery for Wine

Although taste and smell seem hard to imagine, some people nevertheless report vivid imagery in these sensory modalities. We investigate whether experts are better able to imagine smells and tastes because they have learned the ability, or whether they are better imaginers in the first place, and so become experts. To test this, we first compared a group of wine experts to yoked novices using a battery of questionnaires. We show for the first time that experts report greater vividness of wine imagery, with no difference in vividness across sensory modalities. In contrast, novices had more vivid color imagery than taste or odor imagery for wines. Experts and novices did not differ on other vividness of imagery measures, suggesting a domain-specific effect of expertise. Critically, in a second study, we followed a group of students commencing a wine course and a group of matched control participants. Students and controls did not differ before the course, but after the wine course students reported more vivid wine imagery. We provide evidence that expertise improves imagery, exemplifying the extent of plasticity of cognition underlying the chemical senses.     

An fMRI investigation on image generation in different sensory modalities: The influence of vividness

In the present fMRI study the issue of the specific cortices activation during imagery generation in different sensory modalities is addressed. In particular, we tested whether the vividness variability of imagery was reflected in the BOLD signal within specific sensory cortices. Subjects were asked to generate a mental image for each auditory presented sentence. Each imagery modality was contrasted with an abstract sentence condition. In addition, subjects were asked to fill the Italian version of the Questionnaire Upon Mental Imagery (QMI) prior to each neuroimaging session. In general, greater involvement of sensory specific cortices in high-vivid versus low-vivid subjects was found for visual (occipital), gustatory (anterior insula), kinaesthetic (pre-motor), and tactile and for somatic (post-central parietal) imagery modalities. These results support the hypothesis that vividness is related to image format: high-vivid subjects would create more analogical representations relying on the same specific neural substrates active during perception with respect to low-vivid subjects. Results are also discussed according to the simulation perspective.     

Visual imagery and dream recall

Research in dream recall frequency has failed to isolate psychological variables which clearly and reliably differentiate frequent dream recallers from infrequent recallers. The present study tested the hypothesis that frequent recallers have a greater capacity for visual imagery than infrequent recallers. Subjects selected on the basis of reported dream recall frequency were administered a Paired-Associate Learning task designed to measure visual imagery, a rating scale of imagery clarity and vividness, and a subjective measure of imagery controllability. The results provide support for the hypothesis and, together with other evidence, suggest that a generalized capacity for visualization may contribute to the quality of the dreaming experience and, consequently, to its recallability.     

Introversion-extraversion,tempo, and guided imagery

This research tested the hypotheses that (a) introverts would produce more vivid imagery than would extraverts, and (b) introverts would produce better mental imagery if the background auditory tempo was slow, and extraverts would produce better mental imagery of the background auditory tempo was fast. Participants (N=240) were classified as introverts or extraverts and were randomly assigned one of three tempo conditions: slow, fast, or none. They were instructed to form mental images while listening individually to one of two stories. Clicks (slow or fast) sounded in the background during the stories. All participants then completed detailed questionnaires about the vividness of their mental imagery. Analysis showed that introverts reported significantly more vividness in their imagery than did extraverts. The hypothesized interaction between personality and tempo was not found. Implications were drawn for therapeutic applications of mental imagery.     

Category-specific naming and modality-specific imagery

Some attempts to explain category-specific disorders have stressed how different modality knowledge bases (i.e., visual knowledge vs motoric/functional knowledge) may underlie the distinction between living and nonliving things. This study examined 60 normal subjects for the relationship between picture naming in four subcategories (animals, fruit/vegetables, praxic and nonpraxic objects) and imagery vividness in seven modalities. Participants made more nonliving than living errors; and females made more nonliving errors than males. There was a significant correlation between naming of animals and fruits/vegetables and visual imagery vividness; however, this association was also significant for praxic and nonpraxic object naming. There was no evidence of associations between kinesthetic imagery and praxic object naming or gustatory/olfactory imagery and fruit/vegetable naming. These findings accord with the notion of a general association between visual imagery and picture naming, but provide no support for more specific links between modality-specific imagery vividness and naming in different categories.     

Assessing vividness of mental imagery: The Plymouth Sensory Imagery Questionnaire

Mental imagery may occur in any sensory modality, although visual imagery has been most studied. A sensitive measure of the vividness of imagery across a range of modalities is needed: the shorter version of Bett's Questionnaire upon Mental Imagery (Sheehan, 1967 , J. Clin. Psychology, 23, 386) uses outdated items and has an unreliable factor structure. We report the development and initial validation of the Plymouth Sensory Imagery Questionnaire (Psi‐Q) comprising items for each of the following modalities: Vision, Sound, Smell, Taste, Touch, Bodily Sensation, and Emotional Feeling. An exploratory factor analysis on a 35‐item form indicated that these modalities formed separate factors, rather than a single imagery factor, and this was replicated by confirmatory factor analysis. The Psi‐Q was validated against the Spontaneous Use of Imagery Scale (Reisberg et al., 2003 , Appl. Cogn. Psychology, 17, 147) and Marks' ( 1995 , J. Mental Imagery, 19, 153) Vividness of Visual Imagery Questionnaire‐2 (VVIQ‐2). A short 21‐item form comprising the best three items from the seven factors correlated with the total score and subscales of the full form, and with the VVIQ‐2. Inspection of the data shows that while visual and sound imagery is most often rated as vivid, individuals who rate one modality as strong and the other as weak are not uncommon. Findings are interpreted within a working memory framework and point to the need for further research to identify the specific cognitive processes underlying the vividness of imagery across sensory modalities.     

Beyond visual imagery: How modality-specific is enhanced mental imagery in synesthesia?

Synesthesia based in visual modalities has been associated with reports of vivid visual imagery. We extend this finding to consider whether other forms of synesthesia are also associated with enhanced imagery, and whether this enhancement reflects the modality of synesthesia. We used self-report imagery measures across multiple sensory modalities, comparing synesthetes’ responses (with a variety of forms of synesthesia) to those of non-synesthete matched controls. Synesthetes reported higher levels of visual, auditory, gustatory, olfactory and tactile imagery and a greater level of imagery use. Furthermore, their reported enhanced imagery is restricted to the modalities involved in the individual’s synesthesia. There was also a relationship between the number of forms of synesthesia an individual has, and the reported vividness of their imagery, highlighting the need for future research to consider the impact of multiple forms of synesthesia. We also recommend the use of behavioral measures to validate these self-report findings.     

Imagix: multimedia software for evaluating the vividness of movement-imagery

This article presents a new software, Imagix, designed for the evaluation of the vividness of movement-imagery. This multimedia test is comprised of 18 movements in six different psychomotor categories whose vividness of imagery is to be appraised. Imagix has the advantage of offering an evaluation of the vividness of imagery in a normative way. The participant chooses among four films displaying a vividness gradient, which includes contrast and luminosity. The participant is first asked to visualize a movement verbally suggested. The participant is then asked to evaluate the vividness of this mental image by choosing on a computer screen the movie that best corresponds to the vividness of the movement-imagery. The first versions of this freeware (in English and French) are currently being validated.     

Individual differences in conceptual behaviour following manipulated controllability

Expectations of controllability are thought to influence subsequent behaviour, such that perceived non-contingency between behaviour and outcomes can produce a “learned helplessness” reaction by the organism. Since cognitive processes are implicated in this debilitation, the present study examines the influence of manipulated controllability upon the intrinsic individual differences (among females) in a disjunctive conceptual behaviour recovery task. Three-mode factor analysis is used to explore the process variability in a multivariate time-series design. Results indicate that intrinsic task processes are altered by the controllability pretreatment, but the nature of the impact reflects substantial individual differences in reaction.     

Women's expectations and experience of birth

Empirical research has identified two distinct item clusters used to measure perceived behavioral control (PBC) labeled self-efficacy and controllability. Self-efficacy has been reported as the superior predictor of intention in all research efforts with these PBC factors. However, we argue that the conception of these item clusters originates from backward theorizing and hypothesize that controllability items are better indicators of the originally conceived PBC construct, while self-efficacy taps the measurement domains of both PBC and intention. Therefore, the purpose of this study was to investigate factor distinction with PBC and intention items across disparate samples of 302 undergraduate students and 267 cancer survivors in the exercise domain. Results found the only model with acceptable fit across populations was that of controllability and intention ( h 2 (8) = 6.91, p = 0.55; RMSEA = 0.00; CFI = 1.00 for undergraduates and h 2 (8) = 26.51, p <0.01; RMSEA = 0.09; CFI = 0.97 for cancer survivors) supporting our hypothesis that the controllability concept, but not the self-efficacy factor, has a clean measurement distinction from intention. Further, self-efficacy items showed factor complexity between PBC and intention across both samples, suggesting that self-efficacy may have been reported as superior to controllability in predicting intention due to measurement redundancy rather than meaningful causal influence.     

Figural vividness and persuasion: capturing the "elusive" vividness effect

Despite the widespread belief that the use of vividness in persuasive communications is effective, many laboratory studies have failed to find vividness effects. A possible explanation for this discrepancy is that many laboratory tests have not vivified solely the central thesis of the message but have vivified irrelevant portions of the message as well or instead. Two experiments examined the effect of vivifying the central ("figure") or noncentral ("ground") features of a message on persuasion. In both experiments, the formerly "elusive vividness effect" of superior persuasion was found, but only in vivid-figure communications. A mediation analysis revealed the salutary role of supportive cognitive elaborations, rather than memory for the communication, in mediating the vividness effect. The findings caution against attempts to persuade by increasing overall message vividness because off-thesis vividness has the unintended and undercutting consequence of distracting recipients from the point of the communication.     

Entrepreneurial Risk Taking Is Related to Mental Imagery: A Fresh Look at the Old Issue of Entrepreneurship and Risk

This paper contributes to the debate concerning determinants of willingness to take entrepreneurial risks and proposes a new approach to this issue. Our theoretical model predicts that entrepreneurs differ from non-entrepreneurs in their willingness to accept business risks because the former produce more vivid and more positive mental images of the consequences of risk taking than the latter. We investigated the psychological processes behind willingness to take business and non-business risks in groups of entrepreneurs and non-entrepreneurs. First, we measured basic risk attitudes. Next, participants were presented with risky scenarios and asked to: (1) produce mental images; (2) evaluate their positivity and vividness; and (3) assess fearfulness evoked by the scenarios as well as risk level and willingness to take risk. Entrepreneurs did not differ from non-entrepreneurs in either their basic risk attitudes or willingness to take non-business risks. However, entrepreneurs declared a greater readiness to take business risks and produced more positive and vivid mental images of business risks. We found that an indirect effect of vividness of mental imagery on declared business risk taking only occurred for entrepreneurs. On a theoretical level, our results show that mental imagery might determine entrepreneurs’ willingness to take business risk.     

The Role of Vividness of Visual Mental Imagery on Different Dimensions of Creativity

Although research demonstrated that people can mentally manipulate and synthesize visual elements into a creative object, the role that vividness of visual imagery plays on creative imagery is still unclear. This study explored the relationships between vividness of visual imagery and 3 dimensions of creative imagery: originality, practicality, and mental spatial transformations of visual elements. Fifty-three participants performed the creative mental synthesis task and completed the Vividness of Visual Imagery Questionnaire (VVIQ). Results revealed a positive relationship between vividness and the practicality dimension of objects. No relationship was found either between vividness and originality or between vividness and transformational complexity. The association vividness–practicality seems to reflect the ability to use pictorial information of imagery when people generate functional objects that belong to specific categories. Future research directions are discussed.     

The brain mechanism that reduces the vividness of negative imagery

The present study attempts to locate brain regions that are related to vividness control, a hypothesized mechanism that reduces the vividness of negative imagery by controlling memory retrieval and emotion processing. The results showed that BOLD response in the left posterior cingulate gyrus in the negative imagery condition, in which activation of vividness control mechanisms was considered to be strong, was greater than that in the positive imagery condition, in which the activation of control mechanisms was considered to be weak. Moreover, the activation of this region negatively correlated with the subjective vividness of negative imagery. These results support the idea that the posterior cingulate gyrus may be involved in the suppression of imagery generation. Several previous studies have suggested that the posterior cingulate cortex is involved in both memory and emotion processing. Therefore, the current results indicate that the posterior cingulate gyrus may function as the vividness control mechanism.     

Factors shaping vividness of memory episodes: visitors' long-term memories of the 1970 Japan World Exposition

This study investigated how visitors' psychological and behavioural factors, identified in the literature, shaped their vivid long-term memories of their experiences of the Japan World Exposition, Osaka, 1970 (Expo '70) as a context. In this study, 112 memory episodes were identified from the long-term memories of 48 participants; they were rated in terms of their memory vividness and on a set of factors including affect, agenda fulfilment, intentionality, and rehearsal. The influence of these factors on the vividness of episodic and/or autobiographic memories of experiences that occurred 34 years ago was examined in two stages. First, the relationship between memory vividness and individual factors was investigated separately. Second, the relationship between memory vividness and all factors was examined through a multiple regression analysis, and the relative importance of these factors on memory vividness identified. Stage one analysis showed that all factors except intentionality were related to memory vividness in individual analyses, and curvilinear relationships between memory vividness and the factors found. Stage two analysis, in which all factors were included in a multiple regression analysis, found that rehearsal was positively related to memory vividness and all other factors not significant in the presence of rehearsal.     

Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision Making

The authors investigate two competing hypotheses about how chronic vividness of imagery interacts with the vividness and salience of information in decision making. Results from four studies, covering a variety of decision domains, indicate that chronic imagery vividness rarely amplifies the effects of vivid and salient information. Imagery vividness may, in fact, attenuate the effects of vivid and salient information. This is because, relative to nonvivid imagers, vivid imagers rely less on information that appears obvious and rely more on information that seems less obvious. This tendency is so robust that vividness of imagery may amplify the effects of vivid information only when this information is the only information available in the decision field. The findings seem to reflect vivid imagers' tendency to totally immerse themselves in a decision problem and scrutinize the available information creatively.     

How health motivation moderates the effect of vividness on consumption expectations of indulgent food

The current research examines how the vividness of food depictions affects consumers' consumption expectations of indulgent food items. Through three studies, we found that the level of motivation to be healthy plays a crucial role in determining how vividness impacts their consumption expectations of indulgent food items. Specifically, when consumers are less motivated to be healthy, vividness increases their consumption expectations due to increased attention-driven involvement with the food information. On the other hand, when consumers are motivated to be healthy, vividness is assumed to increase goal conflict, leading to reduced consumption expectations. Importantly, our research also found that the joint effect of vividness and health motivations on consumption expectations is attenuated when the indulgent food items contain healthy ingredients.     

The stability of visual perspective and vividness during mental time travel

When remembering or imagining, people can experience an event from their own eyes, or as an outside observer, with differing levels of vividness. The perspective from, and vividness with, which a person remembers or imagines has been related to numerous individual difference characteristics. These findings require that phenomenology during mental time travel be trait-like—that people consistently experience similar perspectives and levels of vividness. This assumption remains untested. Across two studies (combined N = 295), we examined the stability of visual perspective and vividness across multiple trials and timepoints. Perspective and vividness showed weak within-session stability when reported across just a few trials but showed strong within-session stability when sufficient trials were collected. Importantly, both visual perspective and vividness demonstrated good-to-excellent across-session stability across different delay intervals (two days to six weeks). Overall, our results suggest that people dependably experience similar visual phenomenology across occurrences of mental time travel.     

An exploration of the relationship among valence,fading affect,rehearsal frequency,and memory vividness for past personal events

The affect associated with negative (or unpleasant) memories typically tends to fade faster than the affect associated with positive (or pleasant) memories, a phenomenon called the fading affect bias (FAB). We conducted a study to explore the mechanisms related to the FAB. A retrospective recall procedure was used to obtain three self-report measures (memory vividness, rehearsal frequency, affective fading) for both positive events and negative events. Affect for positive events faded less than affect for negative events, and positive events were recalled more vividly than negative events. The perceived vividness of an event (memory vividness) and the extent to which an event has been rehearsed (rehearsal frequency) were explored as possible mediators of the relation between event valence and affect fading. Additional models conceived of affect fading and rehearsal frequency as contributors to a memory’s vividness. Results suggested that memory vividness was a plausible mediator of the relation between an event’s valence and affect fading. Rehearsal frequency was also a plausible mediator of this relation, but only via its effects on memory vividness. Additional modelling results suggested that affect fading and rehearsal frequency were both plausible mediators of the relation between an event’s valence and the event’s rated memory vividness.     

Time-course of eye movement-related decrease in vividness and emotionality of unpleasant autobiographical memories

The time-course of changes in vividness and emotionality of unpleasant autobiographical memories associated with making eye movements (eye movement desensitisation and reprocessing, EMDR) was investigated. Participants retrieved unpleasant autobiographical memories and rated their vividness and emotionality prior to and following 96 seconds of making eye movements (EM) or keeping eyes stationary (ES); at 2, 4, 6, and 10 seconds into the intervention; then followed by regular larger intervals throughout the 96-second intervention. Results revealed a significant drop compared to the ES group in emotionality after 74 seconds compared to a significant drop in vividness at only 2 seconds into the intervention. These results support that emotionality becomes reduced only after vividness has dropped. The results are discussed in light of working memory theory and visual imagery theory, following which the regular refreshment of the visual memory needed to maintain it in working memory is interfered with by eye movements that also tax working memory, which affects vividness first.