Multisensory marketing: effects of environmental aroma cues on perception, appetite, and consumption of foods and drinks

Abstract

• Effect of aromas on appetite differ by context (laboratory vs. field) and delivery method (length, intensity of exposure). • There has been a shift in sensory research to incorporate more realistic contexts including virtual reality. • Novel aromatizers and analytics facilitate the ability to more accurately predict consumer response to aromas. We review recent research on the effects of food and beverage aromas on appetite and consumption. The results are mixed, suggesting that the size and direction of effects may depend on contextual factors such as laboratory versus field setting, length and intensity of aroma exposure, and so on. Our review also documents an increasing tendency toward conducting sensory research in contexts that incorporate more realism, either through the use of field settings or technology such as virtual reality headsets. We also note several recent methodological advances likely to enhance the field’s ability to accurately predict the effect of aromas on human behavior.