On the use of ambient odours to influence the multisensory experience of dining

Orthonasal olfactory influences on consumer food behaviour

It is often suggested in the popular press that food chains deliberately introduce enticing product aromas into (and in the immediate vicinity of) their premises in order to attract customers. However, despite the widespread use of odours in the field of sensory marketing, laboratory research suggests that their effectiveness in modulating people's food behaviours depends on a range of contextual factors. Given the evidence that has been published to date, only under a subset of conditions is there likely to be a measurable effect of the presence of ambient odours on people's food attitudes and choices. This narrative historical review summarizes the various ways in which food odours appear to bias people's food preferences (appetite) and food choices (food consumption and purchase). Emphasis is placed on those experimental studies that have been designed to investigate how the characteristics of the olfactory stimuli (e.g., the congruency between the olfactory cues and the foods, intensity and duration of exposure to odours, and taste properties of odours) modulate the effects of olfactory cues on food behaviour. The review also explores the moderating roles of individual differences, such as dietary restraint, Body Mass Index (BMI), genetic and cultural differences in odour sensitivity and perception. Ultimately, following a review of empirical studies on food-related olfaction, current approaches in scent marketing are discussed and a research agenda is proposed to help encourage further studies on the effective application of scents in promoting healthy foods.

Enhancing the design of wine labels

Introduction

The knowledge accrued through research in the domain of crossmodal correspondences has had a significant influence on a diverse array of disciplines, including behavioral studies, neuroscience, computational modeling, and notably, marketing, with the objective of aligning sensory experiences to help shape patterns of consumer behavior. A study is reported that explores the extension of these principles to the communication of products having a notably complex sensory profile, specifically within the context of wine. The central aim of the project is to explore the feasibility of using crossmodal communication as a strategic tool to augment the congruence between the consumers' multisensory expectations and their sensory experiences. For consumers venturing into the realm of wine selection without the advantage of prior tasting experience, it is of paramount importance to possess a robust understanding of the mandated information. This encompasses critical elements such as the wine's origin, grape varietal(s) used, geographical indications, producer qualifications, and the potential implications of these factors on the final wine product. This level of comprehension stands as a necessary prerequisite, enabling these consumers to make informed choices that align with their preferences, even in the absence of previous sensory encounters. Nonetheless, semiotic investigations underscore the significance attributed to symbolic components such as signs, logos, colors, gestures, and linguistic cues. Research from the field performing multisensory studies, presents a counterpoint to prevailing communication paradigms, advocating for a heightened incorporation of metaphors, analogies, symbols, metonymies, and allegories. This alternative approach aims to enhance the efficacy of communication strategies, offering a more profound and evocative means of conveying intricate messages on a more holistic level.

Methods

A questionnaire was sent to a specific group of engaged wine consumers (n = 329). Besides questions regarding demographics, purchase behavior, and consumption behavior, the questionnaire included examples of multisensory communication through a selection of symbols, as well as alternative wine information.

Results

The results showed significant correlations between demographics, consumption behavior, and attitudes toward the tested multisensory symbols and alternative information, thus helping to gain a better understanding of the sensory properties that should be communicated on wine labels.

Discussion

The findings reported here highlight the effectiveness of visual crossmodal communication as a promising pathway capable of skillfully capturing consumer attributes, conveying multisensory experiences, and portraying the comprehensive timeline of taste evolution. As a result, it assumes a pivotal role as a communicative tool for intricate consumables, like wine, functioning at the crossroads of visual and sensory dimensions.

Encouraging (Nudging) People to Increase Their Fluid Intake

This narrative historical review considers the various routes to nudging consumers towards drinking more, given self-reported evidence that many people are often not adequately hydrated. This review builds on the related notion of 'visual hunger'. Interestingly, however, while many desirable foods are associated with distinctive sensory qualities (such as an appetizing smell), that may capture the consumer's (visual) attention, it is less clear that there is an equivalent sensory attentional capture by hydration-related cues. One of the other important differences between satiety and thirst is that people tend to overconsume if they use interoceptive satiety cues to decide when to stop eating, while the evidence suggests that people typically stop drinking prior to being adequately hydrated. What is more, the increasing amount of time we spend in consistently warm indoor environments may also be exacerbating our need to drink more. A number of concrete suggestions are made concerning how people may be encouraged (or nudged) to imbibe sufficient water.

Sensehacking the guest's multisensory hotel experience

This narrative review discusses the literature on contemporary sensory marketing as it applies to hotel design. The role of each of the guest's senses in the different stages of the customer journey are highlighted, and the functional benefits (to the guest's multisensory experience), and likely commercial gains, of engaging more effectively with the guest's non-visual senses, both individually, and in combination, are reviewed. While the visual elements of hotel design are undoubtedly important, the hotelier neglects the non-visual senses at their peril, given the negative effect of poor design on the customers' overall multisensory experience (and ratings). A number of the crossmodal effects and multisensory interactions that have been suggested to modulate the guest's experience of hotels (and resorts) are discussed. Mention is also made of the nature effect/biophilic design and how it is increasingly being incorporated in total design to help deliver on guest/customer well-being; the latter is a theme that has grown rapidly in relevance for those working in the hospitality sector. Taken together, there are numerous opportunities for hotel managers to 'sensehack' their guests' multisensory experiences through environmental psychology The originality of this review stems from the analysis of the hierarchy of the guest's senses and an explanation of how multisensory interactions affect sensory marketing in the design of hotel experiences for guests.

Should Panelists Refrain from Wearing a Personal Fragrance Prior to Sensory Evaluation? The Effect of Using Perfume on Olfactory Performance

It is typically recommended that panelists should refrain from wearing personal fragrances, such as perfume or cologne, prior to sensory evaluation. Interestingly, no study has been reported as to whether panelists’ perceptions of test samples could be affected by personal fragrances worn by themselves. The objective of this study was, therefore, to determine the effect of such a personal fragrance on olfactory performance. Nineteen untrained participants were screened, recruited for, and underwent the Sniffin’ Sticks test designed for measuring olfactory performances that included the odor threshold, discrimination, and identification (TDI). The olfactory performance tasks were conducted under three fragrance level conditions: (1) control (no fragrance), (2) just-about-right (JAR), and (3) excessive, with a preliminary study used to identify both the JAR and excessive fragrance levels. The results showed that the odor discrimination, odor threshold, and combined TDI performances were significantly lowered in the two conditions with the perfume fragrance, while the odor identification performance exhibited no significant differences across all three conditions. These findings provide empirical evidence that even low to moderate levels of personal fragrance can significantly reduce individuals’ olfactory capabilities, possibly subsequently altering the perception of test samples during sensory evaluation.