Journal
JOURNAL OF MARKETING RESEARCH
Volume 56, Issue 1, Pages 123-141Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0022243718820585
Keywords
ambient scent; cross-modal sensory compensation effects; (un)healthy food choices; retail and service setting atmospherics; sensory marketing
Categories
Funding
- USDA
- ACR-TCR
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Managers are using ambient scent as an important strategic element in various service settings, with food-related scents being especially common. This research examines the effects of food-related ambient scents on children's and adults' food purchases/choices. The results of a series of experiments, including field studies at a supermarket and at a middle school cafeteria, show that extended exposure (of more than two minutes) to an indulgent food-related ambient scent (e.g., cookie scent) leads to lower purchases of unhealthy foods compared with no ambient scent or a nonindulgent food-related ambient scent (e.g., strawberry scent). The effects seem to be driven by cross-modal sensory compensation, whereby prolonged exposure to an indulgent/rewarding food scent induces pleasure in the reward circuitry, which in turn diminishes the desire for actual consumption of indulgent foods. Notably, the effects reverse with brief (<30 seconds) exposure to the scent. Whereas prior research has examined cross-modal effects, this research adopts the novel approach of examining cross-modal sensory compensation effects, whereby stimuli in one sensory modality (olfactory) can compensate/satisfy the desire related to another sensory modality (gustatory).
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