What does your nose really know? The effect of social norms and dietarian identities on odor perception.

Abstract

In the face of the impact of meat consumption on climate change, new methods must be discovered to further motivate people to consider plant-based diets. Odor perception plays an essential role in our food consumption. A change in diet may lead to changes in food-related olfactory perception through internalizing different flavors to which one is exposed. Olfactory perception is not only influenced by sensory information but also by cognitive factors. This study examines the influence of social norms and dietarian identities on olfactory perception. Data from 64 participants were collected using a mixed design. Participants rated odors labeled as "favored by vegetarians/vegans" or "by omnivores" and completed the Dietarian Identity Questionnaire (DIQ). Ratings were provided on a 10-point Likert scale, measuring pleasantness, intensity, and likelihood of consumption. Visible differences between the ratings of meat reducers and meat consumers and different influences through the labels could be observed, and the strength of dietarian identity influenced the impact of labels. The results of this study offer new impulses for plant-based food manufacturers and NGOs advocating meatless diets and provide valuable insights for future research on leveraging normative labels and dietarian identity to predict and influence odor perception.