What You Smell Is What You See? the Effect of Ambient Scent on Stimulus Ambiguity in Product Aesthetics

Xiaoxuan (Farrah) Wu, Temple University, USA
Martin Reimann, University of Arizona, USA
Maureen (Mimi) Morrin, Temple University, USA
Angelika Dimoka, Temple University, USA
Can the olfactory and visual senses cooperate to resolve ambiguity? Two scent experiments aim to understand if and how pleasant ambient scent (e.g., eucalyptus) can mitigate stimulus ambiguity in visual product aesthetics (e.g., abstract artwork), and how consumers’ perceptions and evaluations are influenced as a consequence.
[ to cite ]:
Xiaoxuan (Farrah) Wu, Martin Reimann, Maureen (Mimi) Morrin, and Angelika Dimoka (2016) ,"What You Smell Is What You See? the Effect of Ambient Scent on Stimulus Ambiguity in Product Aesthetics", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 765-765.