15-H: the Sophisticated Brand Scent: the Effects of Scent Type on Brand Sophistication

Márcia Maurer Herter, ESPM Business School, Brazil
Diego Costa Pinto, ESPM Business School, Brazil
Mellina Terres, UFCSPA, Brazil
Leonardo Nicolao, UFRGS, Brazil
This research examines the effects of scent type on brand sophistication. In two studies, we show that woody (vs. floral) scent enhances brand sophistication. In addition, findings suggest that brand sophistication mediates the effect of scent type (woody vs. floral) on consumer’s willingness to pay.
[ to cite ]:
Márcia Maurer Herter, Diego Costa Pinto, Mellina Terres, and Leonardo Nicolao (2017) ,"15-H: the Sophisticated Brand Scent: the Effects of Scent Type on Brand Sophistication", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1048-1048.