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November 2003
Effects of Ambient Scent on Wine Consumer Behavior and Preferences
by Ulrich R. Orth, Mina McDaniel, Cindy Lederer and Aurelie Bourrain
It has been long understood that most of what we taste is really what we smell. That is one of the reasons that our language pertaining to our sense of taste seems so inadequate that we tend to resort to the simile and visual language of "winespeak." Additionally, our sense of smell tends to bypass the cognitive centers of the brain to effect our us in a manner of which we are generally unaware. Despite generally existing the ambient scent, or "smellscape," of our local environment is thought to...
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