Sensory marketing, embodiment, and grounded cognition: A review and introduction

Grounded cognition rejects traditional views that cognition is computation on amodal symbols in a modular system, independent of the brain's modal systems for perception, action, and introspection. Instead, grounded cognition proposes that modal simulations, bodily states, and situated action underlie cognition. Accumulating behavioral and neural evidence supporting this view is reviewed from research on perception, memory, knowledge, language, thought, social cognition, and development. Theories of grounded cognition are also reviewed, as are origins of the area and common misperceptions of it. Theoretical, empirical, and methodological issues are raised whose future treatment is likely to affect the growth and impact of grounded cognition.

Findings in the social psychology literatures on attitudes, social perception, and emotion demonstrate that social information processing involves embodiment, where embodiment refers both to actual bodily states and to simulations of experience in the brain's modality-specific systems for perception, action, and introspection. We show that embodiment underlies social information processing when the perceiver interacts with actual social objects (online cognition) and when the perceiver represents social objects in their absence (offline cognition). Although many empirical demonstrations of social embodiment exist, no particularly compelling account of them has been offered. We propose that theories of embodied cognition, such as the Perceptual Symbol Systems (PSS) account (Barsalou, 1999), explain and integrate these findings, and that they also suggest exciting new directions for research. We compare the PSS account to a variety of related proposals and show how it addresses criticisms that have previously posed problems for the general embodiment approach.