Cereal food production and use show substantial heterogeneity across Europe. For a category central in most EU diets, cereal food quality perception is nevertheless surprisingly understudied. With this in mind, 357 Danish, Lithuanian, and Portuguese citizens were interviewed about the importance...

The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as "smellizing" it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study 3),...