The Impact Of Consumatory Images And Scents Congruency On Product Evaluation And Flavor Perception

When we enter to a restaurant or shopping mall，we‘re surrounded by diversefood odors.Some of them may increase your hunger for a tasty food，such as a flavorof butter and cheese may leads you to a bakery and give a bite on a freshly bakedbread，the smell of a salty bacon may induce salivation and increase your appetite.Others may help you alleviate the sense of satiety and greasy，such as the smell oflemon，coffee and green tea. Odors have a significant impact on perception of foodflavor，but satiety has the power to turn over the result. People‘s willingness to ingestfood is biased by different satiety degree. When people are hungry，they are morewilling to intake high-sugar，high-fat foods，while when people are satiety， theirfavorability towards high-sugar，high-fat foods will be decreased. The vise versa. Therefreshing odor of lemon juice，green tea or coffee have a plain effect on increasinghungry but the favorability will arise when people are satiety. Our research shows avery interesting phenomenon which may explain the interaction between visual andolfactory in perception of food flavor. When the odor is congruent with the foodimage， they together emphasis the sensory perception of food flavor under thesituation of hungry and satiety，while when they are incongruent with each other，theywill impair the sensory experience. This study introduces the smell and taste of foodinteractions；introducing different levels of influence on the results of hunger，reducing consumption of more realistic scenarios；introduce four kinds of savory andsweet bitter taste and smell (spicy is a nerve stimulation，is not perceived by the tastebuds taste)；introduce two types of food categories: people and people satiating fooddigestion.The whole research contained three studies. Study1was about the impact ofimage types and food types on product evaluation and taste perception. Study2was areplication of study with some key modification. We exam the impact of scent onproduct evaluation and taste perception. In Study3, we exam scent congruency andsatiety level could have an impact on product evaluation and taste perception.We used ANOVA, ANCOVA, correlation and regression analysis to verify theexperimental assumptions. Here are our study conclusions:(1) Food type and imagetype have a significant interaction and together influent consum ers‘attitude towardsproduct and taste perception;(2) Congruent scent has a significant effect on product evaluation (3) Satiety level will affect consumers‘evaluation of product and tasteperception;(4) Conflict as a mediator variable, mediating the main effect of food type,image type and scent congruency on product evaluation and taste perception (5)Consumer‘s intention to fitness plays a moderate role, which affect can affect the foodtype, image type on conflict, product evaluation and taste perception.