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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/13746

Title: The effect of consciously and unconsciously perceived scent on desire for food products.
Authors: Douce, Lieve
Heijens, Thomas
Janssens, Wim
Issue Date: 2012
Publisher: EMAC
Citation: Rita, Paulo (Ed.). Proceedings of the 41th EMAC Conference (electronic), p. 213-213
Abstract: This study examines the different effect of consciously and unconsciously perceived scent on desire for food products. In most retailing studies, the scents that are used to influence consumer reactions are below awareness level, which is different from food cues studies where these cues (e.g., aromas) are rather strong and obvious. In our study, 90 participants were exposed to a (i) consciously, (ii) unconsciously perceived vanilla scent, or (iii) no scent. They rated their desire for vanilla scent associated products. The results show that both a consciously and unconsciously perceived scent raise their desire for the vanilla products. Both levels of perceived scent seem to be effective, although, the effect is stronger in the unconsciously perceived condition.
URI: http://hdl.handle.net/1942/13746
Link to publication: http://www.emac2012.org/userfiles/emac2012_conferenceproceedings_final%20may%2017.pdf
ISBN: 978-989-732-004-0
Category: C2
Type: Proceedings Paper
Appears in Collections: Research publications

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