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La promotion olfactive des produits sans-sucres

Author

Listed:
  • Koubaa Yamen

    (University of marketing & distribution sciences)

  • Fatiha Fort

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Rim Methamem Boudali

    (Université de Tunis)

Abstract

In food marketing, olfaction is found to enhance taste perception and food consumption. It has been concluded that a congruent ambient olfactory stimulation can take on taste properties (Meierhenrich et al., 2005). Olfactory and gustatory inputs interact and are treated simultaneously in the cerebral cortex. This interaction leads to taste enhancement and impacts food purchase decisions. Nonetheless, it remains unknown if the ambient olfactory stimulation can enhance the taste experience of tasteless food like sugar-free pastry for instance. When there are no gustatory inputs, can olfaction alone create taste sensation? Is it possible to create gustatory sensation just by a congruent olfactory stimulation? We address these questions in the following paper. We demonstrate via laboratory experiments that smelling a sugar-congruent odor enhances the taste experience of sugar-free cookies. Olfaction alone can take on taste properties even when no gustatory inputs are available. It enhances the perceived sweetness of the sugar-free cookies, the pleasantness of the eating experience, the desire to eat and the purchase decision.

Suggested Citation

  • Koubaa Yamen & Fatiha Fort & Rim Methamem Boudali, 2019. "La promotion olfactive des produits sans-sucres," Post-Print hal-02958616, HAL.
    • Handle: RePEc:hal:journl:hal-02958616
    as

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