Leading the consumer by the nose: on the commercialization of olfactory design for the food and beverage sector

摘要: Many researchers distinguish between two senses of smell—orthonasal (when we inhale or sniff) and retronasal volatiles are pulsed out from the back nose during eating). Orthonasal olfactory cues key to setting our expectations concerning sensory hedonic attributes food drink; by contrast, central experience taste (or, better said, flavour). Food beverage providers increasingly modifying product-extrinsic associated with their offerings in order try influence behaviours hopefully enhance multisensory product experiences. One way which this is happening via introduction olfactorily enhanced packaging into marketplace. A second route control modification ‘smellscape’ around chain restaurants food/beverage outlets. third that slowly starting emerge technology-enabled marketing scent-emitting billboards scent-enabled plug-ins for mobile devices. Key opportunities concerns, ethical otherwise, surrounding recent growth (specifically those examples incorporating aromas) highlighted. Ultimately, question should all perhaps be asking ourselves whether being ‘led nose’, knowingly unhealthy behaviours.