I Like It Because I Imagined the Scent: Olfactory Imagery Improves Product Evaluation

We show that visual image of a pleasant scent-inducing object in advertisements and packages improve (reduce) product evaluation for scent-relevant (scent-irrelevant) product categories. First study demonstrates this effect in product packages. Second study shows that this effect is mediated by generation of olfactory imagery while extending the applicability to advertisements.



Citation:

Varun Sharma and Zachary Estes (2016) ,"I Like It Because I Imagined the Scent: Olfactory Imagery Improves Product Evaluation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 758-758.

Authors

Varun Sharma, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More

Featured

Tattoo: A Perspective Beyond Estethics

Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More

Featured

Surprise! The Positive Impact of Uncertainty on the Evaluation of Experiential Purchases

Iñigo Gallo, IESE Business School
LILY JAMPOL, Queen Mary University of London
Alberto Rampullo, IESE Business School
Thomas Gilovich, Cornell University, 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.