The effect of consciously and unconsciously perceived scent on desire for food products.

Abstract

This study examines the different effect of consciously and unconsciously perceived scent on desire for food products. In most retailing studies, the scents that are used to influence consumer reactions are below awareness level, which is different from food cues studies where these cues (e.g., aromas) are rather strong and obvious. In our study, 90 participants were exposed to a (i) consciously, (ii) unconsciously perceived vanilla scent, or (iii) no scent. They rated their desire for vanilla scent associated products. The results show that both a consciously and unconsciously perceived scent raise their desire for the vanilla products. Both levels of perceived scent seem to be effective, although, the effect is stronger in the unconsciously perceived condition.