Love At First Sight Or At First Smell? Order Effects of Olfactory and Visual Cues

Dipayan Biswas, University of South Florida, USA
Lauren Labrecque, Loyola University, USA
Donald Lehmann, Columbia University, USA
This research examines the sequential order effects of sensory (e.g., olfactory, visual and auditory) cues/stimuli on product evaluations. Generally, results of five experiments show that product evaluations are more favorable when the visual stimulus is encountered before the olfactory stimulus. However, these effects are reversed under high levels of hunger.
[ to cite ]:
Dipayan Biswas, Lauren Labrecque, and Donald Lehmann (2012) ,"Love At First Sight Or At First Smell? Order Effects of Olfactory and Visual Cues", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 236-240.