Differential effects of exposure to ambient vanilla and citrus aromas on mood, arousal and food choice

Exposure to ambient citrus aroma increased physical activity (P <0.05), shortened response times in young participants (P <0.05), decreased negative emotions (P <0.05), and affected food choice (P <0.05). Exposure to ambient vanilla aroma increased projected introvert emotions (P <0.05). All effects were small relative to estimated effect sizes.The test battery used in this study demonstrated aroma-specific physiological, psychological and behavioral effects of aromas with similar appeal and intensities, and similar food-related origins. These effects could be measured in (semi-) real life environments for freely moving subjects using relatively inexpensive commercially available physiological sensors.Our world is filled with ambient aromas with varying degrees of intensity and appeal originating from food and non-food sources. Food aromas contribute to food flavor, which in turn is a key factor in food preferences. Non-food aromas are typically present in the form of perfumes and skin care products. These products are often purchased by consumers in the belief that the aromas will make them happier, more self-confident or more refreshed. These beliefs are encouraged and enhanced by clever marketing, which has resulted in a billion dollar fragrance industry. Some of these beliefs are supported by scientific evidence from studies demonstrating effects on human mental and physical performance [1-12] on human behaviors, such as helping behavior [13,14] or behavior in shops [15,16], restaurants [17] and casinos [18] and effects on mood and emotions [19,20]. Other studies suggest a physiological basis for some of these effects, demonstrated by changes in physiological parameters, such as electroencephalogram (EEG) activity, heart rate, skin conductance, blood pressure or respiration rate [21-26] during specific aroma exposures. Unfortunately, physiological, behavioral and psychological measurements are rarely combined in the same study, which limits the insight into the