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

• Published in: Journal of business research 2023-01, Vol.155, p.113437, Article 113437
• Main Authors: (Grace) Chae, Boyoun, Yoon, Sangsuk, Baskin, Ernest, (Juliet) Zhu, Rui
• Format: Article
• Language: English
• Subjects: Ambient scent; Counteractive control theory; Diet goals; Food consumption; Indulgent scents; Sensory marketing
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2022.113437

•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. Despite the popularity of using indulgent food scents to boost sales of indulgent food in retail settings, research has only recently shown that the duration of the indulgent scent influences consumer motivation in food consumption. We conceptually replicate and extend Biswas and Szocs (2019). Specifically, we show that the effects of indulgent food scents on preference for indulgent food items, which Biswas and Szocs (2019) identify in joint decision tasks, hold when foods are evaluated separately. More importantly, we posit a novel mechanism for this effect. Based on counteractive-control theory, we propose that extended exposure to an indulgent olfactory cue influences motivation by activating one’s diet goal, resulting in reduced intended indulgent food consumption. A set of 5 studies offer systematic support to this proposition, and managerial and consumer implications are discussed.