News

A whiff of citrus with your cheese?

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March 11, 2013

Ambient aromas affect our behaviour, psychology and physiological responses. In a study carried out in the ‘mood rooms’ of the Restaurant of the Future, 22 subjects (13 females and 9 males aged between 20 and 60) were exposed to barely noticeable concentrations of citrus and vanilla aromas. A control group was exposed to no aroma at all.

Exposure to citrus aroma resulted in marginally increased heart rate frequency, increased physical activity, faster reaction times in young subjects, fewer negative emotions, increased consumption of matching foods (mandarin), and decreased consumption of non-matching foods (cheese). Exposure to vanilla aroma resulted in increased negative (projected) emotions.

Physiological, psychological and behavioural effects of ambient aromas can reliably be measured using relatively small numbers of subjects and inexpensive physiological sensors. We used sensors for skin conductance, heat flux, and physical activity and a heart rate sensor.

In a follow-up study, visitors of the Restaurant of the Future were exposed to one of the two ambient aromas when they entered the restaurant. The results of approximately 100 visitors demonstrated specific effects of the ambient aromas on their subsequent food choices. Exposure to the citrus aroma resulted in significantly more selections of the combination meal and significantly fewer selections of meat/fish and potatoes.

This research on aromas at the Restaurant of the Future will be continued in collaboration with the Top Institute Food and Nutrition.