The Effect of Coffee Chain Customers' Need to Smell on Their Taste Evaluations

This paper aims to investigate whether ambient scent in coffee chains affects the taste perceptions of customers who consume the products of those chains. The paper highlights the importance of smell in creating memorable experiences and its role in arousing customers. It also mentions the olfactory system's vital functions in warning and protection, eating behavior, and social communication. The use of ambient scent enhances the memorability of brand-related olfactory information. The paper mentions that taste evaluation involves both objective and subjective processes. Biological preferences and existing information can influence taste perceptions. Positive sensory experiences lead to positive attitudes and increased consumption, while negative experiences can have the opposite effect. The paper also emphasizes the connection between smell and taste, with smell responsible for a significant portion of our taste. The coffeehouse's ambiance and coffee scent can influence taste and consumer choices. The sample covers data collected from 578 participants via the convenience sampling method. Overall, the paper provides insights into the impact of smell and taste evaluation mediated by customer loyalty in the context of coffeehouse chains. The study is also thought to inspire future research on senses other than smell and taste in sensory marketing, thereby providing practical implications for businesses in the field.