Likeability, liking is not enough

Nathalie Yvert-Blanchet and Agnès Fournier
Sensory Analysis and Market Research Manager, Consumer Goods, V Mane Fils, France

INTRODUCTION

Sensory messages we receive as consumers have always two faces: the cognitive face that helps us analyze, understand and take decisions in our life; and the affective, the emotional face (Holley, 2002). All the senses are not equal on the balance of these two faces: Vision, for example, seems to be more cognitive than emotional; this sense has the ability to analyze each field of information probably because it has been our best friend to survive in the evolution of helping us taking the best decisions, still today. It has also a physiological explanation because of the several steps it passes in the brain before reaching the interpretative area. Olfaction is on the other side of the scale: nowadays, the emotional face naturally dominates the cognitive one. It could be due to the physiology of the olfactory sense which is more direct than vision, and to the fact that humans have forgotten that smells can give them precious information.