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The results of a series of experiments, including field studies at a supermarket and at a middle school cafeteria, show that extended exposure (of more than two minutes) to an indulgent food\u2013related ambient scent (e.g., cookie scent) leads to lower purchases of unhealthy foods compared with no ambient scent or a nonindulgent food\u2013related ambient scent (e.g., strawberry scent). The effects seem to be driven by cross-modal sensory compensation, whereby prolonged exposure to an indulgent\/rewarding food scent induces pleasure in the reward circuitry, which in turn diminishes the desire for actual consumption of indulgent foods. Notably, the effects reverse with brief (&lt;30 seconds) exposure to the scent. Whereas prior research has examined cross-modal effects, this research adopts the novel approach of examining cross-modal sensory compensation effects, whereby stimuli in one sensory modality (olfactory) can compensate\/satisfy the desire related to another sensory modality (gustatory).<\/jats:p>","DOI":"10.1177\/0022243718820585","type":"journal-article","created":{"date-parts":[[2019,1,4]],"date-time":"2019-01-04T14:34:21Z","timestamp":1546612461000},"page":"123-141","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":194,"title":["The Smell of Healthy Choices: Cross-Modal Sensory Compensation Effects of Ambient Scent on Food Purchases"],"prefix":"10.1177","volume":"56","author":[{"given":"Dipayan","family":"Biswas","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Courtney","family":"Szocs","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2019,1,4]]},"reference":[{"key":"bibr1-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1086\/662614"},{"key":"bibr2-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1086\/338209"},{"key":"bibr3-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1016\/j.psychres.2013.05.032"},{"key":"bibr4-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1146\/annurev.nutr.19.1.41"},{"key":"bibr5-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1509\/jm.12.0325"},{"key":"bibr6-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.14.0115"},{"key":"bibr7-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1016\/j.rasd.2008.01.003"},{"key":"bibr8-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9780511543623"},{"key":"bibr9-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1093\/cercor\/11.12.1110"},{"key":"bibr10-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1257\/0022051053737843"},{"key":"bibr11-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-8760(99)00106-3"},{"key":"bibr12-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1086\/519499"},{"key":"bibr13-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1093\/chemse\/bjg072"},{"key":"bibr14-0022243718820585","doi-asserted-by":"publisher","DOI":"10.2105\/AJPH.94.3.463"},{"key":"bibr15-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1046\/j.1460-9568.2003.02915.x"},{"key":"bibr16-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.10.0490"},{"key":"bibr17-0022243718820585","unstructured":"Doll Jen (2013), \u201cThe \u2018Signature Scent\u2019 of Brooklyn\u2019s Barclays Center Is Mysterious,\u201d The Atlantic (May 20), www.theatlantic.com\/national\/archive\/2013\/05\/signature-scent-brooklyns-barclays-center-mysterious\/315078\/."},{"key":"bibr18-0022243718820585","volume-title":"The Brief Smell Identification Test Administration Manual","author":"Doty Richard L.","year":"2001"},{"key":"bibr19-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1093\/ajcn\/79.1.6"},{"key":"bibr20-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1016\/j.neuron.2007.12.013"},{"key":"bibr21-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.66.5.968"},{"key":"bibr22-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1016\/j.appet.2013.04.007"},{"key":"bibr23-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1509\/jmkr.38.3.336.18871"},{"key":"bibr24-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1016\/j.brainres.2010.04.030"},{"key":"bibr25-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1016\/j.neuropsychologia.2014.07.018"},{"key":"bibr26-0022243718820585","doi-asserted-by":"publisher","DOI":"10.1086\/591106"},{"key":"bibr27-0022243718820585","unstructured":"Glazer Fern (2017), \u201cThe Smell of Success,\u201d Restaurant Hospitality (November 6), www.restaurant-hospitality.com\/food-trends\/smell-success."},{"key":"bibr28-0022243718820585","unstructured":"Hari Vani (2015), \u201cThe Behind-the-Scenes Marketing Tricks That Make Food Irresistible,\u201d FoodBabe.com (accessed October 29, 2018), https:\/\/foodbabe.com\/2015\/02\/16\/the-behind-the-scenes-marketing-tricks\/."},{"key":"bibr29-0022243718820585","unstructured":"Hayes Andrew F. 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