Analytic-holistic cognitive styles affect consumer responses to food and beverage samples during sensory evaluation.

Recent studies have shown that the analytic-holistic theory is applicable in sensory science-related areas. Analytic and holistic cognitive style groups have been found to have significantly different perceptions and behaviors within food-related scenarios. These differences were further investigated and identified within the current study, focusing on specific areas of common sensory tests and analyses where analytic and holistic cognitive style groups may differ from one another. Before the main study, 419 volunteers were classified into three groups based on their scores to the Analysis-Holism Scale (AHS). The extreme groups (65 adults for each) were identified as the "analytic" and "holistic" cognitive style groups, respectively. Participants evaluated fruit-flavored beverages and fruit samples for their impression of the intensity or hedonic aspects in the study conducted over two sessions. Each session either employed solely category or line scale for the questions. Analyses focused on the analytic and holistic group comparisons in mean, variance, penalty analysis, and pre- and post-AHS score differences. Results showed that the holistic group exhibited significantly higher mean scores and standard deviations in the hedonic ratings of fruit samples than the analytic group did. Compared to the analytic group, the holistic group showed significantly smaller mean drops in overall liking across the five Just-About-Right (JAR) questions related to flavors or tastes of the mixed-fruit flavored water. A significant difference between the AHS scores measured before and after the sensory evaluation was observed in the holistic group, but not in the analytic group. In conclusion, our findings provide empirical evidence that cognitive styles affect consumer responses to food or beverage samples during sensory evaluation tasks. This implies that sensory professionals may consider these analytic-holistic contrasts while exploring consumer responses to their target samples.

The Effect of Response Conditions on Food Images-Evoked Emotions Measured Using the Valence × Arousal Circumplex-Inspired Emotion Questionnaire (CEQ).

In 2020, a single-response-based, valence × arousal circumplex-inspired emotion questionnaire (CEQ) was developed. Using a between-participants design, previous studies have found that a multiple response (MR) condition better discriminated test samples (e.g., written food names) based on their evoked emotions than a single response (SR) condition. This research, comprising Studies 1 and 2, aimed to determine the effect of response conditions (i.e., SR vs. MR) on emotional responses to food image samples, using a within-participants design. In Study 1, 105 Korean participants were asked to select a pair of emotion terms (i.e., SR condition) or select all pairs representing their evoked emotions (i.e., MR condition) from a list of 12 pairs of emotion terms of the CEQ, in response to the 14 food images. Both SR and MR conditions were tested within a remote (online) session. To minimize both a potential carry-over effect of the "within-participants design" and an influence of environmental factors in the remote testing, Study 2 asked 64 U.S. participants to do so over two separated sessions on two different days in a controlled laboratory setting. In both Studies 1 and 2, participants selected the CEQ's emotion-term pairs in the MR condition more frequently than in the SR condition, leading to the MR condition's higher capacity to discriminate test samples. While the configurations of the correspondence analysis biplots drawn in the SR and MR conditions were similar, those in the MR condition were more likely to be similar to the configurations of the principal component analysis biplots drawn from the ratings of valence and arousal for food image samples. In conclusion, this study provides robust empirical evidence that the MR condition can perform better in capturing sample differences in food-evoked emotions, while the SR condition is also effective in characterizing emotional profiles of test samples. Our findings will provide practical insights to sensory professionals, enabling them to effectively leverage the CEQ or its variants when measuring food-evoked emotions.

Effects of Age Group, Gender, and Consumption Frequency on Texture Perception and Liking of Cooked Rice or Bread.

This study aimed to determine whether and how three demographic factors-age group, gender, and consumption frequency-affect texture perception and liking of two staple foods-cooked rice and wheat bread. In total, 346 adults evaluated three cooked rice and four wheat bread samples in terms of three (hardness, stickiness, and chewiness) and four textural attributes (hardness, moistness, chewiness, and softness), respectively, on both 9-point intensity and 5-point Just-About-Right (JAR) scales. Liking of test samples was also rated on 9-point hedonic scales. Age group and gender differed in mean ratings, standard deviations, and JAR responses regarding textural attribute intensity and overall liking of test samples, while the effect of consumption frequency was minimal in this regard. Significant contributors of textural attributes to overall liking of cooked rice and wheat bread differed with age group, gender, and consumption frequency. Effects of age group, gender, and consumption frequency on texture perception and overall liking also varied with test samples. This study provides agricultural and food systems professionals with systematic evidence of how textural attribute perception and liking of foods can change based on demographics and test samples.

Impacts of Utensil Conditions on Consumer Perception and Acceptance of Food Samples Evaluated under In-Home Testing during the COVID-19 Pandemic.

Sensory professionals are looking for alternative ways to conduct laboratory sensory testing, especially central location testing (CLT), during the COVID-19 pandemic. One way could be conducting CLTs at home (i.e., in-home testing). It is questionable whether food samples under in-home testing should be presented in uniform utensils, as it does so under laboratory sensory testing. This study aimed to determine whether utensil conditions could affect consumer perception and acceptance of food samples evaluated under in-home testing. Sixty-eight participants (40 females and 28 males) prepared chicken-flavored ramen noodle samples and evaluated them for attribute perception and acceptance, under two utensil conditions, using either their utensils ("Personal") or uniform utensils provided ("Uniform"). Participants also rated their liking of forks/spoons, bowls, and eating environments, respectively, and attentiveness to sensory evaluation under each utensil condition. Results of the in-home testing showed that participants liked ramen noodle samples and their flavors under the "Personal" condition significantly more than under the "Uniform" condition. Ramen noodle samples evaluated under the "Uniform" condition were significantly higher in terms of saltiness than those evaluated under the "Personal" condition. Participants liked forks/spoons, bowls, and eating environments used under the "Personal" condition significantly more than those used under the "Uniform" condition. While overall likings of ramen noodle samples, evaluated under the "Personal" condition, significantly increased with an increase in hedonic ratings of forks/spoons or bowls, such significant correlations were not observed under the "Uniform" condition. In other words, providing uniform utensils (forks, spoons, and bowls) to participants in the in-home testing can reduce the influences of utensils on consumer likings of ramen noodle samples evaluated at home. In conclusion, this study suggests that sensory professionals should consider providing uniform utensils when they want to focus solely on consumer perception and acceptance of food samples by minimizing influences of environmental contexts, especially utensils, in the "in-home" testing.

Development and validation of a food-related analysis-holism scale (F-AHS).

Recent studies have indicated analytic-holistic cognitive style differences of consumers can significantly impact perceptions, opinions, and behaviors toward foods. Interestingly, these studies have also offered evidence that the sole measurement tool to assess analytic-holistic tendencies, the analysis-holism scale (AHS), may not accurately apply to food-experience-related research scenarios. Due to these notions, Studies 1 and 2 employed the use of 465 and 487 participants, respectively, to develop, refine, and finalize a food-related AHS (F-AHS) using exploratory and confirmatory factor analyses and prior research on analytic-holistic differences and scale development. Study 3 was conducted to validate the newly developed F-AHS, based on the results of Studies 1 and 2, by replicating the procedures and analyses from prior research while using the F-AHS instead of the AHS to segment participants (N = 130). The results of Study 3 provided consistent evidence that the F-AHS better separated participants into analytic and holistic groups than the AHS through larger analytic-holistic differences that more closely aligned with prior analytic-holistic research. Our findings showed that the F-AHS is capable of separating consumers into analytic and holistic cognitive style groups and is better suited to sensory and consumer-related applications than the AHS. PRACTICAL APPLICATION: Our findings provide researchers with an optimized tool to separate consumers into analytic and holistic groups in food-experience-related situations. The food-related analysis-holism scale can then be used in both academia and industry to separate consumers based on cognitive style to better understand how and why consumers show variations in perception, acceptance, and behavior in food-related experiences.

Textural characteristics and color analyses of 3D printed gluten-free pizza dough and crust.

A new methodology was developed to print pizza dough with a gluten free flour blend or commercial gluten whole wheat flour using extrusion-based 3-D printing technology. Their physical properties were compared to commercially available pizza dough and crust. The optimized nozzle size, print speed, ingredient flow speed, and line thickness for the 3-D printing of pizza dough were: 0.04 cm, 800 cm/minutes, 1.8, and 0.34 cm, respectively. The printed gluten-free pizza dough required 120 min of fermentation to obtain a comparable color and textural profile (P < 0.05) to that of the gluten whole wheat flour dough fermented for 60 min. The 3-D printed gluten free, whole-wheat pizza and commercially available wheat flour dough and standard crusts demonstrated identical Δ E ab ∗ values of 0.14 and 0.13, respectively with brownness index (BI) values of 1.47 and 1.62, respectively. Textural profile analysis (TPA) of 3-D printed gluten free and whole wheat pizza dough, crust and the commercial standard wheat flour pizza dough and crust demonstrated significant (P < 0.05) correlations in terms of hardness, fracturability, adhesiveness, springiness, cohesiveness, chewiness, and resilience. An optimized method was developed to prepare gluten-free pizza dough and crust with similar functional properties to that of gluten whole wheat flour dough and crust.

You Eat How You Think: A Review on the Impact of Cognitive Styles on Food Perception and Behavior.

Sensory perception is understood to be a complex area of research that requires investigations from a variety of different perspectives. Although researchers have tried to better understand consumers' perception of food, one area that has been minimally explored is how psychological cognitive theories can help them explain consumer perceptions, behaviors, and decisions in food-related experiences. The concept of cognitive styles has existed for nearly a century, with the majority of cognitive style theories existing along a continuum with two bookends. Some of the more common theories such as individualist-collectivist, left-brain-right-brain, and convergent-divergent theories each offered their own unique insight into better understanding consumer behavior. However, these theories often focused only on niche applications or on specific aspects of cognition. More recently, the analytic-holistic cognitive style theory was developed to encompass many of these prior theoretical components and apply them to more general cognitive tendencies of individuals. Through applying the analytic-holistic theory and focusing on modern cultural psychology work, this review may allow researchers to be able to answer one of the paramount questions of sensory and consumer sciences: how and why do consumers perceive and respond to food stimuli the way that they do?

Should Panelists Refrain from Wearing a Personal Fragrance Prior to Sensory Evaluation? The Effect of Using Perfume on Olfactory Performance.

It is typically recommended that panelists should refrain from wearing personal fragrances, such as perfume or cologne, prior to sensory evaluation. Interestingly, no study has been reported as to whether panelists' perceptions of test samples could be affected by personal fragrances worn by themselves. The objective of this study was, therefore, to determine the effect of such a personal fragrance on olfactory performance. Nineteen untrained participants were screened, recruited for, and underwent the Sniffin' Sticks test designed for measuring olfactory performances that included the odor threshold, discrimination, and identification (TDI). The olfactory performance tasks were conducted under three fragrance level conditions: (1) control (no fragrance), (2) just-about-right (JAR), and (3) excessive, with a preliminary study used to identify both the JAR and excessive fragrance levels. The results showed that the odor discrimination, odor threshold, and combined TDI performances were significantly lowered in the two conditions with the perfume fragrance, while the odor identification performance exhibited no significant differences across all three conditions. These findings provide empirical evidence that even low to moderate levels of personal fragrance can significantly reduce individuals' olfactory capabilities, possibly subsequently altering the perception of test samples during sensory evaluation.

Effects of Thickness Fraction Process on Physicochemical Properties, Cooking Qualities, and Sensory Characteristics of Long-Grain Rice Samples.

A process of removing thinner kernels of rough rice, i.e., thickness fraction process, has been suggested as a method for increasing milling yields in the rice industry. This study aimed at determining whether physicochemical properties, cooking qualities, and sensory characteristics of rice samples could be changed by the addition of a thickness fraction into the rice process stream. Each of four long-grain rice cultivar lots was assigned into two groups: unfractionated and thickness-fractionated. For the thickness-fractionated group, thin rice kernels (<1.9 mm) of rough rice were discarded from unfractionated rice samples. Unfractionated and thickness-fractionated rice samples were compared with respect to physicochemical properties, cooking qualities, and sensory characteristics. The results showed that the removal of such thin kernels decreased the breakage and chalkiness rates and increased head rice yields. Fractionated rice samples exhibited lower amylose contents and crude protein contents but higher gelatinization temperatures than unfractionated rice samples. While the optimum cooking duration and width-expansion ratios of thickness-fractionated rice samples were higher than those of unfractionated ones, there was a negligible impact of the thickness fraction process on sensory characteristics of long-grain rice samples. In conclusion, the thickness fraction process affects physicochemical properties and cooking qualities more than the sensory characteristics of rice samples.

US Consumers' Perceptions of Raw and Cooked Broken Rice.

Rice supplies about 20% of the calories to the world's consumers. Milling removes the outer husk and bran, breaking about 20% of the rice kernels during the milling process that equates to almost 100,000,000 tons of rice annually. Broken rice is discounted in price by almost half or relegated to non-human consumption. This study seeks to understand why this large percentage of rice production is discounted for human consumption. Consumers who routinely consume rice evaluated raw and cooked rice with 5%, 10%, 20%, 30% and 40% levels of brokens. Sensory analysis indicated the appearance of raw rice with high levels of brokens affected the price consumers were willing to pay. Panelists were not able to discern sensory differences amongst cooked rice samples with different brokens percentages despite an eight-fold difference in brokens (p < 0.01). From this, we concluded that the price discounts imposed on broken rice are not because of perceived differences in the eating quality of cooked rice. Overall impression and overall texture were the two most significant determinants in willingness to purchase rice. The five cooked-rice samples with different levels of broken rice inclusion did not differ in terms of willingness to purchase.

Dry Pet Food Flavor Enhancers and Their Impact on Palatability: A Review.

Pet foods are a vital component of the global food industry. Pet food's success depends on its acceptance by both consumers (the pets) and purchasers (the pet owners). Palatability tests using panels of both trained and untrained pets are often used to measure the preference and acceptability of pet foods. Human perception of pet foods is usually determined by descriptive sensory analysis. Since dry pet foods (also known as kibbles), while being the most popular, are the least palatable, palatants as a flavor enhancer are generally added to dry pet foods to increase their acceptability to pets. Pet foods can also be prepared to be more appealing to pet owners if the chosen aromas and flavors are commonly associated with human food. With increasing demand, developing flavor enhancers to meet the needs of both pets and owners is becoming increasingly important. This review summarized the current state of flavor enhancers used in the pet food industry and their influence on food palatability from both animal and human standpoints.

Consumer acceptability and monetary value perception of iced coffee beverages vary with drinking conditions using different types of straws or lids.

A recent trend of environmental sustainability has induced many coffee providers to offer alternatives to plastic straws. There has been little research regarding consumer perception of these alternative drinking conditions. This study aimed to determine differences in consumer perception of iced coffee beverages (without ice cubes) between plastic straw and alternative drinking conditions. Brewed samples of medium roast ground coffee beans blend were cooled down and served at 5 °C in the five drinking conditions using different straw materials (plastic, paper, or stainless steel), sippy cup lid, or no lid. Seventy-five consumers rated attribute intensities and acceptances of iced coffee beverages in all five drinking conditions. The results showed that both the mean hedonic ratings of flavor, mouthfeel, or overall impression and the mean amount consumers were willing to pay (US$) for iced coffee beverages were greater in the sippy-cup lid condition than in the paper straw condition. After analyzing consumer comments of the drinking conditions, it was also found that the sippy-cup lid condition induced a more pleasant drinking experience than the paper straw condition. Notably, no significant differences between the plastic and alternative drinking conditions were observed in attribute intensity, acceptance, and monetary value perception of iced coffee beverages. In conclusion, this study shows that consumer experience and acceptability of iced coffee beverages can vary with drinking conditions. Therefore, the coffee industry and sensory professionals should consider not only sensory aspects of coffee, but also drinking conditions to improve consumer experience with coffee beverages.

Color-Induced Aroma Illusion: Color Cues Can Modulate Consumer Perception, Acceptance, and Emotional Responses toward Cooked Rice.

Since rice is often cooked in many countries with different types of ingredients or seasonings, the surface colors of traditional rice meal items vary across cultural backgrounds. This study aimed to determine whether consumer perception, acceptance, willingness to eat, and emotional responses toward cooked rice samples could differ with their surface color cues. Milled rice was cooked with one of three food colorants: yellow, orange, and green, with milled (white) and un-milled (brown) rice cooked without colorants used as respective test and filler samples. Using a check-all-that-apply method, 98 rice consumers checked all aroma attributes they perceived by sniffing each of the four cooked-rice samples (white, yellow, orange, and green). They also rated the four samples with respect to attribute intensity, liking, emotional responses, and willingness to eat. The results showed that participants associated colored rice with specific ingredient-related aroma attributes (e.g., green color elicited sweet peas or spinach aromas). Color cues also affected ratings of attribute intensity, liking, willingness to eat, and emotional responses to cooked rice samples. In conclusion, this study provides empirical evidence that in the context of cooked rice consumption, color cues can elicit associated aromas and modulate consumer perception, acceptance, and evoked emotions to cooked rice.

Effect of Geographical Indication Information on Consumer Acceptability of Cooked Aromatic Rice.

Geographical indication (GI) labeling is used to represent information about specific geographical origins of target products. This study aimed at determining the impact of GI information on sensory perception and acceptance of cooked aromatic rice samples. Ninety-nine participants evaluated cooked rice samples prepared using each of three aromatic rice varieties both with and without being provided with GI information. Participants rated the acceptance and intensity of the cooked rice samples in terms of appearance, aroma, flavor, texture, and overall liking, and also reported how important the GI information was to them. The results showed that consumers rated the cooked rice samples higher in appearance and overall liking when provided with GI information. Interestingly, participants who valued "state-of-origin" information more highly exhibited increased hedonic ratings of cooked rice samples when provided with GI information, but not when no GI information was given. Participants provided with GI information rated flavor or sweetness intensities of cooked aromatic rice samples closer to just-about-right than those without such information. This study provides empirical evidence about how GI information modulates sensory perception and acceptance of cooked aromatic rice samples. The findings will help rice industry, farmers, and traders better employ GI labeling to increase consumer acceptability of their rice products.

Influences of sensory attribute intensity, emotional responses, and non-sensory factors on purchase intent toward mixed-vegetable juice products under informed tasting condition.

Product-related sensory and non-sensory cues have been studied in the past to understand purchase behavior among consumers. However, there has been little research related to integrating emotional responses with such cues to achieve better prediction of consumer purchase behavior. This study aimed to determine the impacts of sensory attribute intensities (SAI), non-sensory factors (NSF), and emotions on purchase intent and consumer choice. Emotional responses were measured using a self-reported emotion questionnaire (EQ), facial expression analysis (FE), and autonomic nervous system responses (ANS). Sixty-nine adults were asked to view product labels, and look at, smell, and drink five commercially-available vegetable juice samples. For each sample, SAI, NSF, EQ, FE, ANS, and purchase intent ratings were measured. Participants were also asked to select the one they would be most likely to buy. Results showed that the five samples differed significantly with respect to SAI, NSF, and emotional responses measured by EQ and FEs. SAI (bitterness intensity) and NSF (brand liking) played an extremely important role in purchase-related behavior of vegetable juice products. Correlation analysis and a PLSR prediction model further revealed that products with higher ratings of purchase intent elicited lower levels of negative emotions and higher levels of positive emotions, as measured by EQ as well as FE. In conclusion, this study shows that NSF in combination with SAI and emotions measured using EQ and FE can modulate consumer purchase intent toward vegetable juice products under informed tasting conditions.

Sensory Nudges: The Influences of Environmental Contexts on Consumers' Sensory Perception, Emotional Responses, and Behaviors toward Foods and Beverages.

Food products with highly acceptable flavors are not always successful in the marketplace. Sales of identical food products sold in two different stores often differ. Patrons' choices of specific menu items vary depending on menu designs at restaurants. Such examples suggest that consumer behavior related to eating, preparing, or purchasing foods and beverages is typically complex, dynamic, and sensitive. There is a growing body of evidence that environmental cues surrounding foods and beverages can modulate consumer perception and behavior in the context of eating and drinking. In light of increasing interest in environmental cues, this Special Issue was designed to introduce recent research that highlights how sensory cues derived from environmental cues can modulate consumer perceptions, emotional responses, and behavior related to foods and beverages. The eleven articles addressed in this Special Issue provide informative and insightful findings that may be applied to a wide range of food-related sites, including grocery stores, retail markets, restaurants, dining facilities, and public dining areas. The findings from these articles also suggest that product developers, sensory professionals, retailers, marketers, and business owners should consider not only sensory aspects of food products, but also sensory cues derived from surrounding contexts to better understand consumer perception, acceptability, and behavior toward their food products.

Children's liking and wanting of foods vary over multiple bites/sips of consumption: A case study of foods containing wild blueberry powder in the amounts targeted to deliver bioactive phytonutrients for children.

To encourage children to frequently consume wild blueberries as part of their dietary patterns, incorporating blueberry powder into specific foods may be an effective strategy. Thus, it is important to determine appropriate types of food products that both minimize food processing-induced loss of beneficial components of blueberries (e.g., anthocyanins) and satisfy at the same time both nutritional and sensory aspects. For clinical studies assessing the health benefits of blueberry-containing food samples, it would be important to ensure children consume the entire portion of the test samples. This study, therefore, aimed at determining how sensory acceptability (liking) and psychological reward (wanting) of wild blueberry-based foods vary over multiple steps of ad libitum consumption: appearance, first bite/sip, half bite/sip, and full consumption. Five different types of foods containing the targeted amount of wild blueberry powder were prepared for sensory testing (oatmeal bar, beverage, ice pop, gummy, and cookie), and the residual amounts of total anthocyanin and chlorogenic acid were measured to confirm levels targeted to deliver bioactive amounts of these phytochemicals. Results showed that while overall liking and desire to eat did not differ among the five samples at the appearance and first bite/sip steps, they differed significantly at the end of consumption. Although children liked and wanted to consume the cookies more when compared to beverages, ice pops, and/or gummies, total anthocyanin contents were lower in cookies and gummies than in wild blueberry powder, beverage, and ice pop samples. Notably, the oatmeal bars with significant amounts of total anthocyanin and chlorogenic acid did not significantly differ from the cookies with respect to overall liking, desire to eat, and the amount consumed. In conclusion, this study shows that sensory evaluation using multiple bites/sips of ad libitum food consumption, along with a measurement of beneficial compounds, is efficient in determining appropriate vehicles for clinical studies of wild blueberry-containing foods.

Effects of germination conditions on enzyme activities and starch hydrolysis of long-grain brown rice in relation to flour properties and bread qualities.

Gluten-free products from rice are gaining popularity because of its hypoallergenic characteristic. The absence of gluten results in inferior bread qualities such as hard texture, reduced volume, and shorter shelf-life. Hydrolytic enzymes are activated during germination to stimulate plant growth, and germinated brown rice (GBR) has been shown to improve gluten-free bread properties. However, the changes in hydrolytic enzyme activities under different germination conditions and their relationship with the properties of germinated rice flour and bread have not been reported. Therefore, the objectives of this work were to investigate the activities of amylases and protease in GBR under aerobic and anaerobic germination for 2 and 4 days and their impacts on starch hydrolysis, flour properties, and bread qualities. Greater enzyme activities were observed in GBR germinated under aerobic condition and a longer time, and correlated with increased sugar content and foaming capacity. Breads were prepared from GBR along with brown rice (control). GBR breads showed a greater specific volume (4% to 10%), a reduced hardness (34% to 90%), and a lower starch retrogradation (66% to 90%) compared with the control. Bread prepared from 4-day aerobic GBR had the largest reduction in starch molecular size and displayed the lowest hardness and starch retrogradation. After stored for 5 days, GBR breads exhibited no change in specific volume and less hardness and retrogradation than the control bread. In conclusion, greater activities of protease and amylases in GBR significantly increased foaming capacity and reduced starch molecule size, respectively, which were responsible for the improved GBR bread qualities. PRACTICAL APPLICATION: Rice flour is widely used as the main ingredient in gluten-free breads, which however tend to have poor texture and reduced shelf-life due to the absence of gluten. The qualities of gluten-free breads are usually improved by the addition of many ingredients such as tapioca and potato starches. Germination process naturally produces bioactive compounds and activates enzymes. Germination conditions that produce greater activities of amylases and protease can be used to produce gluten-free breads with better qualities and longer shelf-life without the addition of starch.

Sensitivity to sweetness correlates to elevated reward brain responses to sweet and high-fat food odors in young healthy volunteers.

Taste sensitivity relates to food preferences and macronutrients intake. The current study investigated whether the neural responses to food odors varied in sensory quality (sweet or non-sweet) and their associations with macronutrient content (high- or low-fat) in young healthy participants varied in sweet taste sensitivity. Thirty-eight participants were assessed for their sensitivity to sucrose solutions using a modified "taste strip" test. They were divided into high sweetness sensitive (HS, n â€‹= â€‹15) and low sweetness sensitive (LS, n â€‹= â€‹15) groups using the median split approach. Brain responses to four food-related odors (chocolate, peach, peanut, and bread) and one non-food odor (rose) were assessed using functional magnetic resonance imaging (fMRI). Preferences for tastes and macronutrients were measured using a computer-based task. Behavioral results showed that HS group, compared to LS group, had a higher preference for carbohydrate-dominated foods and liking for sweet foods, but a lower liking for protein-dominated foods. The food odors, in comparison to non-food odors, produced greater brain-activations in the gustatory and reward regions. Compared to LS group, the HS group showed a higher level of activation in the frontal inferior operculum in response to sweet vs. savory food odors, and stronger insular activations to high-fat vs. low-fat food odors. In addition, individual sweetness sensitivity was positively associated with activation of the insula in response to chocolate odor, suggesting an overlap of neural responses to food odor with high sugar and fat content. Our findings highlight that high sensitivity to sweetness can be associated with increased preference for carbohydrate-dominated or sweet foods, and elevated brain activations to sweet or high-fat food odors in the areas related to food reward processing.

Olfactory Cues of Restaurant Wait Staff Modulate Patrons' Dining Experiences and Behavior.

Ambient scents at retail stores have been found to modulate customer perceptions and attitudes toward retail products and stores. Although ambient scent effects have also been observed in restaurant settings, little is known about the scent-related influences of restaurant wait staff on patron perception and behavior. This study aimed to determine whether olfactory cues from restaurant wait staff can affect patrons' dining experiences and interpersonal behavior with respect to menu choice, flavor perception, overall liking of meal items, meal satisfaction, consumption amount, and tip amount for wait staff. A total of 213 adults with no olfactory impairments were asked to select and consume one of four chicken meat menu items: baked, broiled, fried, and smoked chicken, in a mock restaurant setting, under one of the three most likely scents of wait staff: congruent (smoky barbecue scent), fragrance (perfume scent), and no scent (control) applied to fabric aprons of wait staff. The results showed that menu choice and flavor perception of chicken meat items did not differ in the presence of the three scent conditions. The effects of wait staff scents on overall liking of chicken meat items, meal satisfaction, and tip amount for wait staff were found to differ as a function of patron gender. Female patrons gave higher ratings of overall liking and meal satisfaction under the fragrance scent condition than under the no scent condition, while male patrons showed no effect with respect to overall liking and an opposite result in the meal satisfaction. Female patrons gave larger tips to wait staff under the congruent scent condition than under the no scent condition, while male patrons exhibited no effect. Patrons also were found to consume chicken meat items the least under the congruent scent condition. In conclusion, this study provides new empirical evidence that wait staff scents at restaurants can affect patrons' dining experiences and interpersonal behavior and that the effects of such scents vary as a function of patron gender.