In-store music and aroma influences on shopper behavior and satisfaction

Retail markets are increasingly competitive and retailers continuously look to differentiate their retail offering. One way to differentiate is by providing a pleasant and exciting shopping ambience. This paper experimentally tests the effects of music (volume high or low) and aroma (vanilla scent present/absent) on young fashion shoppers in a real retail setting. Results show that volume of music and the presence of a vanilla aroma both have a significant impact on shoppers' emotions and satisfaction levels. Additional analysis reveals that the arousal induced by music and aroma results in increased pleasure levels, which in turn positively influences shopper behaviors, including time and money spend, approach behavior, and satisfaction with the shopping experience. Direct effects of arousal on behaviors as well as an interaction effect between music and aroma on pleasure and time spent in the store are also present. The paper contributes to the better understanding of shoppers' emotions and shopper behaviors in response to in-store atmospherics and offers retailers practical insights into how to create competitive advantage by customizing the atmosphere in their stores.

Effects of dietary lipid source on fillet chemical composition, flavour volatile compounds and sensory characteristics in the freshwater fish tench (Tinca tinca L.)

In this study the effects of soybean and linseed oils on chemical and sensory characteristics of fillets were evaluated in the freshwater fish tench (Tinca tinca L.). Five experimental diets, differing only in the relative amount of soybean and linseed oil, were formulated and the experiment was conducted on 360 sub-adult tench for 12 weeks. The fatty acid composition of muscle reflected that of the diets and significant correlations were observed. Diets containing higher amounts of n − 6 fatty acids were responsible for an increased level of n − 6 fatty acids in the fish flesh. Consequently, an increase in the relative amount of n − 6-derived volatile aldehydes was also observed. These latter compounds are generally reported to contribute negatively to the general aroma of fish muscle and, consistently, the results of the sensory analysis showed a high value for the “off-flavour” attribute for fish fed the diet containing only n − 6-rich soybean oil.

Dietary manipulation of muscle long-chain omega-3 and omega-6 fatty acids and sensory properties of lamb meat

The effects of dietary manipulation of muscle long-chain omega-3 fatty acids (FA) on sensory properties of cooked meat in second cross ([Merino×Border Leicester]×Poll Dorset) wether lambs were evaluated. Lambs fed dietary supplements of fish meal (FM, Exp. 1) and fish oil (FO, Exp. 2) showed moderately (P<0.01) and markedly (P<0.001) increased muscle long-chain omega-3 FA content compared with those fed the basal diet of lucerne chaff and oat chaff. Protected canola seed (PCS, Exp. 1) significantly (P<0.001) increased omega-6 FA content of the longissimus muscle. In each of the 2 experiments (1 and 2), after being fed experimental diets for 6 weeks lambs were slaughtered at a commercial abattoir. At 24 h post-mortem (PM) the semitendinosus and biceps femoris muscles were removed from animals and stored at −20°C until evaluation of sensory properties using experienced panel members. The muscle samples were stored for 3 (Exp. 1) and 12 (Exp. 2) months then removed, thawed and cooked for sensory evaluation. The meat samples were cooked under standardized conditions in a convection microwave at 180°C (20–25 min) to an internal temperature of 75°C. Cooked samples were tested for flavour, aroma, juiciness and overall palatability. The significant increase in muscle long-chain omega-3 with FM (Exp. 1 and 2) and FO (Exp. 2) or omega-6 FA with PCS (Exp. 1) were not detrimental to sensory panel evaluations of flavour or aroma of cooked meat when compared with the basal diet. However, meat from FM (Exp. 1) had lower juiciness and FO (Exp. 2) had lower overall palatability. Protected sunflower meal protein with FO (Exp. 2) significantly lowered ratings for flavour, juiciness and overall palatability. Lamb meat with increased levels of long-chain omega-3 FA can be produced without altering the sensory quality (flavour or aroma) of the cooked meat.

Fatty acid composition and volatile compounds of caviar from farmed white sturgeon (Acipenser transmontanus)

The present study was conducted to characterize caviar obtained from farmed white sturgeons (Acipenser transmontanus) subjected to different dietary treatments. Twenty caviar samples from fish fed two experimental diets containing different dietary lipid sources have been analysed for chemical composition, fatty acids and flavour volatile compounds. Fatty acid make up of caviar was only minimally influenced by dietary fatty acid composition. Irrespective of dietary treatments, palmitic acid (16:0) and oleic acid (OA, 18:1 n-9) were the most abundant fatty acid followed by docosahexaenoic acid (DHA, 22:6 n-3) and eicopentaenoic (EPA, 20:5 n-3).

Thirty-three volatile compounds were isolated using simultaneous distillation–extraction (SDE) and identified by GC–MS. The largest group of volatiles were represented by aldehydes with 20 compounds, representing the 60% of the total volatiles. n-Alkanals, 2-alkenals and 2,4-alkadienals are largely the main responsible for a wide range of flavours in caviar from farmed white surgeon

Modification of the bitterness of caffeine

Caffeine is the worlds most consumed psychoactive chemical and as such is a valuable commodity to the food and beverage industry. Caffeine also activates the bitter taste system causing a potential problem for manufacturers wanting to develop products containing caffeine. In the present study both oral peripheral and central cognitive strategies were used in an attempt to suppress the bitterness of caffeine. Subjects (n = 33) assessed the influence of sodium gluconate (100 mM), zinc lactate (5 mM), sucrose (125 mM and 250 mM), milk (0%, 2% and 4% milk fat), and aromas (coffee, chocolate, mocha) on the bitterness of caffeine (1.5, 3 and 4.5 mM). The oral peripheral strategies proved most effective at suppressing the bitterness of caffeine: zinc lactate (−71%, p < 0.05), non-fat milk (−49%, p < 0.05), and sodium gluconate (−31%). Central cognitive strategies were partially effective: 250 mM sucrose (−47%, p < 0.05) and mocha aroma (−10%) decreased bitterness, while chocolate (+32%) and coffee (+17%) aromas increased perceived bitterness. Overall, zinc lactate was the most effective bitterness inhibitor, however the utility of zinc in foods is negated by its ability to inhibit sweetness.

Is fat the sixth taste primary? Evidence and implications

Taste is the chemical sense responsible for the detection of non-volatile chemicals in potential foods. For fat to be considered as one of the taste primaries in humans, certain criteria must be met including: class of affective stimuli; receptors specific for the class of stimuli on taste bud cells (TBC); afferent fibers from TBC to taste processing regions of the brain; perception independent of other taste qualities; and downstream physiological effects. The breakdown products of the macronutrients carbohydrates (sugars) and protein (amino acids) are responsible for activation of sweet and umami tastes respectively. Following the same logic the breakdown products of fat being fatty acids are the likely class of stimuli for fat taste. Indeed, psychophysical studies have confirmed fatty acids of varying chain length and saturation are orally detectable by humans. The most likely fatty acid receptor candidates located on TBC are CD36, G protein-coupled receptor 120. Once the receptors are activated by fatty acids a series of transduction events occurs causing the release of neurotransmitters towards afferent fibers signalling the brain. Whether fatty acids elicit any direct perception independent of other taste qualities is still open to debate with only poorly defined perceptions for fatty acids reported. Others suggest that the fatty acid taste component is at detection threshold only and any perceptions are associated with either aroma or chemesthesis. It has also been established that oral exposure to fat via sham feeding stimulates increases blood triacylglycerol concentrations in humans. Therefore, overall, with the exception of an independent perception, there is consistent emerging evidence that fat is the sixth taste primary. The implications of fatty acid taste go further into health and obesity research with the gustatory detection of fats and their contributions to energy and fat intake receiving increasing attention. There appears to be a coordinated bodily response to fatty acids throughout the alimentary canal; those who are insensitive orally are also insensitive in the gastrointestinal tract and overconsume fatty food and energy. The likely mechanism linking fatty acid taste insensitivity with overweight and obesity is development of satiety after consumption of fatty foods.

Sensory and consumer research update : Fancy a glass of sherry?

Researchers in Germany have identified the major aroma components of Amontillado sherry wine, which is aged through both a biological and an oxidative step. The researchers used Sensomics analysis, a molecular sensory approach in which key aroma compounds are differentiated from the bulk of odourless volatiles.