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Title: Tasting the Smell: scent Experts' and Laymen's Evaluation of Product (In)congruity
Authors: Adams, Carmen 
Doucé, Lieve 
Janssens, Wim 
Vanrie, Jan 
Petermans, Ann 
Issue Date: 2013
Source: Karaosmanoglu, Elif; Elmadag Bas, Banu (Ed.). Proceedings of the 42nd annual EMAC conference, p. 322-322
Abstract: This research studies the effect of scent expertise on product and taste evaluations in the presence of an ambient scent (in)congruent with the products. In order to gain insight into this effect, we also examine the relationship of scent expertise with odour identification and odour awareness. An experiment with 93 participants revealed that (novice) scent experts evaluated the product incongruent with the ambient scent more negatively than laymen, supporting our assumption that (novice) scent experts detected the incongruence more. Subsequent analyses show that odour identification and odour awareness were not able to fully account for the initial scent expertise effect.
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Category: C2
Type: Proceedings Paper
Appears in Collections:Research publications

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