Scents and Sounds: a Multisensorial Approach to the Study of Brands
Product scents may enhance product evaluations and memory. Similarly, the inherent meanings conveyed by brand names are shown to impact consumers’ preferences. In the current research, we propose a multisensorial approach to the understanding of brands by exploring how brand names and scents interactively affect consumer choice and memory.
Citation:
Marina Carnevale, Rhonda Hadi, and David Luna (2015) ,"Scents and Sounds: a Multisensorial Approach to the Study of Brands", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 319-319.
Authors
Marina Carnevale, Fordham University, USA
Rhonda Hadi, Oxford University, UK
David Luna, Baruch College, USA
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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