Bringing the Product Closer: the Effect of Scented Advertising on Perceived Psychological Distance and Product Evaluation

Ruta Ruzeviciute, Vienna University of Economics and Business (WU)
Bernadette Kamleitner, Vienna University of Economics and Business (WU)
Dipayan Biswas, University of South Florida
This paper experimentally investigates the effect of scented advertising on perceived psychological distance and evaluation of the advertised product. The results suggest that scented advertisements make the product more attractive and increase purchase intentions. This is due to the power of scent to increase psychological proximity towards the products.
[ to cite ]:
Ruta Ruzeviciute, Bernadette Kamleitner, and Dipayan Biswas (2015) ,"Bringing the Product Closer: the Effect of Scented Advertising on Perceived Psychological Distance and Product Evaluation ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 805-805.