Neurophysiological Evidence in Olfactory Marketing for Food and Dining Experiences: A Systematic Literature Review Based on EEG

Olfactory marketing strongly influences consumer behavior, yet traditional sensory evaluations often suffer from subjectivity. This study presents a Systematic Literature Review (SLR) using the PRISMA framework to synthesize how Electroencephalography (EEG) has been applied to understand consumer perception in dining contexts. Across 17 empirical studies, we observe a clear methodological evolution from basic spectral analysis to advanced deep learning and multimodal approaches. The findings reveal a major ecological validity gap: most existing research focuses on orthonasal olfaction (65%), while retronasal olfaction, which drives flavor perception during actual ingestion (12%), remains significantly underexamined. This imbalance limits how well current results translate to real dining experiences. To address this limitation, the study calls for future research to adopt dynamic, multimodal, and Retronasal experimental designs. These insights offer a neuroscientific foundation for developing personalized recommendation systems and objectively optimizing flavor profiles in the foodservice and gastronomy industries.