An exploratory study to investigate emotion elicited by immersive ambiances

Food behaviour is modulated by the eating situation and environment. In a previous study, we investigated drink choices according to the ambiance by developing an immersive approach based on the concept of “having a drink in a bar”. Two bars (Modern vs. Traditional ambiance) were settled with a few piece of furniture (counter, tables and bar stools) made in raw wood for the Traditional bar and in blue retro-lighted translucent plastic for the Modern bar. A video-clip was projected on one wall: Red moving shapes associated to a “far west” music in the Traditional bar, and Blue moving bubbles associated to an “electro” music in the Modern bar. In each bar, 100 participants were asked which beverage they would like to drink (declarative). Specific drink selections were observed in this previous study: spirits in the Modern bar and beer, wine, hot chocolate and tea in the Traditional bar.To evaluate whether this contextual effect could be mediated by emotions, we designed a new series of experiments: In Study 1, 60 subjects per bar rated the ambiance on the 36-items GEOS1 questionnaire. In Study 2, 100 subjects per bar rated the ambiance on the 6-items simplification of GEOS questionnaire (ScentMoveTM 2). Both studies indicate that the traditional bar was more relaxing and serene whereas the modern bar was more energising and stimulating. In Study 3, 100 participants evaluated emotions elicited by beverage names using ScentMoveTM questionnaire out of the bar context (i.e. beverage names cited as appropriate with each bar in the previous study). Drinks chosen in the traditional bar were more relaxing than energising, the reverse was observed for drinks chosen in the modern bar. The coherence of emotions elicited by both the bars and the drinks supports the hypothesis that environment modulation of food behaviour could be mediated by emotions.References:1) C. Chrea et al. (2009). Mapping the Semantic Space for the Subjective Experience of Emotional Responses to Odors. Chemical Senses, 34, 49–62.2) C. Porcherot, S. Delplanque et al. (2010). How do you feel when you smell this? Optimization of a verbal measurement of odor-elicited emotions. Food Quality and Preference, 21, 938–947