Nadia Pomirleanu (Marketing & International Business) recently published an article in Psychology & Marketing journal. The paper draws on the theory of embodied cognition to argue that sensory imagery and consumer recall of past experiences of sour tastes trigger facial muscle activation, which in turn leads to temptation avoidance. Across four experiments, it was demonstrated that physical action need not be performed to elicit temptation avoidance. Moreover, findings show that the effects of visual gustatory imagery are more pronounced when presented against a visual red background low on color saturation. Interestingly, they are not significant in the presence of a high-color-saturation background. These findings have implications for sensory marketing describing an alternative strategy consumers can employ to avoid temptations, such as over-eating.