 Perhaps the most useful application of multimodal mental imagery involves pain management. More specifically, one of the most efficient ways of alleviating (chronic) pain is by means of the use of mental imagery in other sense modalities (Fardo et al. 2015, MacIver et al. 2008 and Volz et al. 2015). This presents something of a conundrum: why does mental imagery in, say, the visual sense modality help us with pain?