Tasting the Smell: scent Experts' and Laymen's Evaluation of Product (In)congruity Universiteit Hasselt
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 ...