A Harmony of the Senses: the Interaction of Sound and Smell in Consumer Memory and Choice

Marina Carnevale, Fordham University, USA
Rhonda Hadi, Oxford University, UK
David Luna, Baruch College, CUNY, USA
Research has documented the influence of modality-specific sensations (e.g., auditory and olfactory cues) on consumer preferences. However, we argue that consumers exposed to incongruent sensory stimuli will discount subsequent sensory information from other modalities. Specifically, we find that incongruent brand-names reduce the impact of scent on consumer memory and choice.
[ to cite ]:
Marina Carnevale, Rhonda Hadi, and David Luna (2015) ,"A Harmony of the Senses: the Interaction of Sound and Smell in Consumer Memory and Choice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 779-779.