When Keeping It Simple Isn't Stupid: the Cost of Olfactory Complexity

Scents are widely used across retail-environments to make consumers linger longer. These positive effects of scent are generally attributed to mood-enhancement. Across four studies, we investigate the under-researched dimension of scent complexity and show that complex scents (vs. simple) impair cognitive task performance. The effect is moderated by perceived familiarity.



Citation:

Shilpa Madan and Elison Lim (2015) ,"When Keeping It Simple Isn't Stupid: the Cost of Olfactory Complexity", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 194-192.

Authors

Shilpa Madan, Nanyang Technological University, Singapore
Elison Lim, Nanyang Technological University, Institute on Asian Consumer Insight, Singapore



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?

Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg

Read More

Featured

The Pleasure of Being Right (Even When the World Is Bad)

Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA

Read More

Featured

Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.