Sensory Processing and Autistic Traits: Mediation Effect of Frontal Alpha Asymmetry

Yoon, Deukgeun; Kim, Eun Young

doi:10.1155/2023/5065120

Cited by 1 publication

(1 citation statement)

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“…In the realm of sensory marketing, this concept can be applied to comprehend the emotional and motivational reactions of consumers to various stimuli. For instance, EEG characteristics can be employed to anticipate information-sharing behaviour (Fischer et al, 2018), and frontal alpha asymmetry has been utilised to evaluate sensory processing patterns and autistic traits (Yoon and Kim, 2023). Accordingly, we propose using FAA to assess the participants' emotions in this present research and hypothesise as follows:…”

Section: Sensory Marketing and Eegmentioning

confidence: 99%

Effect of ambient scent temperature on food choice: perspectives from the construal-level theory and sensory marketing

Nguyen,

Hsu

2024

BFJ

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PurposeAs humans are influenced by their environment, this study explores how different construal levels of ambient scent temperature affect consumers’ food choices.Design/methodology/approachThis study employed a series of experimental methods from three studies, totalling five experiments. The experiments involved both laboratory and field settings, as well as neuroscientific techniques, thus generating empirical evidence.FindingsThree studies were conducted to investigate how construal levels of both ambient scent temperature and tasks influenced food choice. Study 1 found that the construal level of ambient scent temperature significantly affected the type of food consumed. Study 2 included the task’s construal level as another factor to examine whether it interacted with the ambient scent temperature construal level. Both factors were significant, but only when perceived by the participants simultaneously. If the task’s construal level was manipulated before exposure to the ambient scent temperature, the latter did not have a significant effect. Study 3 employed a neuroscientific method to explore the mechanism behind the match between ambient scent temperature and food choices based on construal levels. The congruence of ambient scent temperature and food choice based on construal level enhanced positive emotions.Research limitations/implicationsThe sample size, although in line with other neuroscientific studies, was not sufficiently large for robust generalizability. This limitation can encourage future research to increase the number of participants and thus enhance the accountability of the findings. Another limitation is the participants’ cultural background.Practical implicationsThis study’s practical implications are twofold. First, odour intensity was perceived to be the strongest in hot samples (Kähkönen et al., 1995), and we confirmed how ambient scent temperature can influence one’s food choice. Thus, food business operators can use warm ambient scent temperatures to promote hedonic food or snacks. Second, participants’ positive emotions were enhanced by the congruence of ambient scent temperature and food choice.Social implicationsThe association between ambient scent temperature and food choice has been extensively researched. However, this study provides an empirical explanation for the application of CLT. Accordingly, we performed a series of laboratory and field experiments using behavioural and neuroscientific approaches. The results confirmed that the construal level of ambient scent temperature significantly affected food choice. Moreover, the FAA revealed that one’s positive emotions would be prompted if there was congruence in the construal levels of ambient scent temperature and food choice.Originality/valueThis study has theoretical and managerial value because people’s poor understanding of food selection is affected by ambient scent temperature. Moreover, its novelty lies in the application of a neuroscientific approach to one experiment.

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Section: Sensory Marketing and Eegmentioning

confidence: 99%