本研究共进行了三个逻辑主线清晰的实验来探究视觉和嗅觉如何对味觉感知
产生影响。实验一聚焦于视觉刺激，设计了一个组间实验，引入两种食物类别：
高热量让人饱腹食品(烤肉)和低热量让人消食的食品(柠檬水)，以及两种图片类型
(纯食物图片和消费型图片)，探究二者对产品评价和味觉感知的影响；实验二将
研究扩展到视觉和嗅觉刺激，探究二者共同作用的机制，为此设计了一个组间实
验，选择高热量食物消费型图片作为视觉刺激物；引入不同的气味环境(无气味和
烤肉味)，探究气味环境的不同是否会影响人们对食物风味的认知及评价。在实验
三中，为了更为真实的还原人们在不同饥饿水平之下对食品味觉感知的差异，我
们将被试分为饱腹组和饥饿组，将气味分为视觉刺激物(高热量食物消费型图片)
相一致性(烤肉气味)和不一致性(柠檬气味)，以进一步说明视觉及嗅觉在消费者对
食物味觉认知过程中的补偿作用。
本研究运用方差分析、单因素协方差分析及回归分析对实验假设进行验证。
研究结果表明：(1)食物类型对产品评价和味觉感知的主模型显著；冲突指数对主
模型中介效应显著；身体满意度对主模型调节效应显著；(2)图片类型对产品评价
和味觉感知的主模型不显著；食物类型与图片类型对产品评价的交互效应显著(3)
高热量食物图片类型对产品评价和味觉感知的主模型显著；冲突指数对该模型中
介效应显著；身体满意度对该模型的调节效应显著；(4)不同气味条件下，被试对
产品评价和味觉感知产生显著差异，有气味环境明显优于无气味环境；冲突指数
对该模型中介效应显著；身体满意度对该模型的调节效应不显著；(5)不同气味一
致性条件下，被试对产品评价和味觉感知产生显著差异，气味一致性环境明显优
于不一致环境；不同饥饿水平下，被试对产品评价和味觉感知产生显著差异
关键词：视觉；嗅觉；味觉；身体满意度；饥饿水平硕士学位论文
III
Abstract
When we enter to a restaurant or shopping mall，we‘re surrounded by diverse
food odors.Some of them may increase your hunger for a tasty food ，such as a flavor
of butter and cheese may leads you to a bakery and give a bite on a freshly baked
bread，the smell of a salty bacon may induce salivation and increase your appetite.
Others may help you alleviate the sense of satiety and greasy，such as the smell of
lemon，coffee and green tea. Odors have a significant impact on perception of food
flavor，but satiety has the power to turn over the result. People‘s willingness to ingest
food is biased by different satiety degree. When people are hungry，they are more
willing to intake high-sugar，high-fat foods，while when people are satiety， their
favorability towards high-sugar，high-fat foods will be decreased. The vise versa. The
refreshing odor of lemon juice，green tea or coffee have a plain effect on increasing
hungry but the favorability will arise when people are satiety. Our research shows a
very interesting phenomenon which may explain the interaction between visual and
olfactory in perception of food flavor. When the odor is congruent with the food
image， they together emphasis the sensory perception of food flavor under the
situation of hungry and satiety，while when they are incongruent with each other，they
will impair the sensory experience. This study introduces the smell and taste of food
interactions；introducing different levels of influence on the results of hunger ，
reducing consumption of more realistic scenarios；introduce four kinds of savory and
sweet bitter taste and smell (spicy is a nerve stimulation，is not perceived by the taste
buds taste)；introduce two types of food categories: people and people satiating food
digestion.
The whole research contained three studies. Study 1 was about the impact of
image types and food types on product evaluation and taste perception. Study 2 was a
replication of study with some key modification. We exam the impact of scent on
product evaluation and taste perception. In Study 3, we exam scent congruency and
satiety level could have an impact on product evaluation and taste perception.
We used ANOVA, ANCOVA, correlation and regression analysis to verify the
experimental assumptions. Here are our study conclusions: (1) Food type and image
type have a significant interaction and together influent consumers‘ attitude towards
product and taste perception; (2) Congruent scent has a significant effect on product
==>>