Figure 4.

Effects of the wait staff scent condition (A) and patron gender (B) on the patrons’ consumption amount (%) of the chicken meat items. Patrons were asked to consume chicken meat items under one of the three most likely scents of wait staff: no scent (control), congruent (smoky barbecue) scent, and fragrance (unisex perfume) scent applied to fabric aprons of wait staff. The consumed amount of the chicken meat item was computed by measuring the difference in weight of the chicken meat sample between the pre- and post-consumptions for each patron. Individual bars and error bars represent mean amounts and standard errors of the means (SEM), respectively. Mean amounts (%) with different letters within either category represent a significant difference at p < 0.05.