The lasting smell of temptation: Counteractive effects of indulgent food scents

Boyoun (Grace) Chae,Sangsuk Yoon,Ernest Baskin,Rui (Juliet) Zhu

Journal of Business Research（2023）

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摘要

•Extended exposure to an indulgent food scent paradoxically decreases indulgent food consumption rather than increasing healthy food consumption.•This may occur due to a counteractive diet goal activation brought about by the indulgent scent.•This occurs predominantly amongst individuals with restrained eating behaviors.

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关键词

Sensory marketing,Diet goals,Indulgent scents,Food consumption,Counteractive control theory,Ambient scent

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