The Influence of Food Aromas on Restaurant Consumer Emotions, Perceptions, and Purchases

Abstract

The effect of basil, bacon, and hickory-smoked beef aromas on customers’ emotions, perceptions of food quality, and the restaurant environment, as well as entrée selection was investigated. Following an experiment, a survey with 196 responses showed that food aromas had a positive influence on some emotions (pleasure, but not arousal), as well as customers’ impressions of the general food quality and restaurant environment; however, the hypotheses that food aromas influenced congruent entrée choices (e.g., the basil aroma increased purchase of basil containing entrees) were not supported. The findings have direct applications for the restaurant industry and offer suggestions for research.