Crossmodal Research Laboratory, University of Oxford, UK.
Crossmodal Research Laboratory, University of Oxford, UK.
Appetite. 2023 Nov 1;190:107023. doi: 10.1016/j.appet.2023.107023. Epub 2023 Sep 9.
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.
人们常常在大众媒体上看到这样的说法，即食品连锁店有意在其营业场所（或附近）引入诱人的产品香气，以吸引顾客。然而，尽管气味在感官营销领域被广泛应用，但实验室研究表明，它们在调节人们食物行为方面的有效性取决于一系列环境因素。鉴于迄今为止已发表的证据，只有在某些情况下，周围气味的存在才可能对人们的食物态度和选择产生可衡量的影响。本综述性历史研究总结了食物气味影响人们食物偏好（食欲）和食物选择（食物消费和购买）的各种方式。重点放在那些旨在研究嗅觉刺激的特征（例如，嗅觉线索与食物的一致性、接触气味的强度和持续时间、气味的味觉特性）如何调节嗅觉线索对食物行为的影响的实验研究上。本综述还探讨了个体差异（如饮食抑制、体重指数 (BMI)、嗅觉和感知的遗传和文化差异）的调节作用。最终，在对与食物相关的嗅觉进行了实证研究的回顾之后，讨论了当前的气味营销方法，并提出了一个研究议程，以帮助鼓励进一步研究在促进健康食品方面使用气味的有效方法。
