Seeing What You Smell: an Eye Tracking Analysis of Visual Attention
In three eye-tracking experiments we find that pleasant scents increase visual attention to ad elements only when they are semantically congruent with the items in the ad. Further, the effect is greater when the items in the ad are more sensorially concrete (vs. abstract).
May Lwin, Maureen Morrin, Chiao Sing Chong, and Su Xia Tan (2012) ,"Seeing What You Smell: an Eye Tracking Analysis of Visual Attention ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 236-240.
May Lwin, Nanyang Technological University, Singapore
Maureen Morrin, Rutgers University, USA
Chiao Sing Chong, Nanyang Technological University, Singapore
Su Xia Tan, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 40 | 2012
To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?
Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, Canada
Shared Values, Trust, and Consumers’ Deference to Experts
Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London
Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid