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 MoreFeatured
Snack Portion Size Choice, Expectations and Actual Experiences in Children: The Interplay of Healthiness, Hunger, and Sensory Food Imagery
Pierre Chandon, INSEAD, France
Celia Hachefa, System U
Yann Cornil, University of British Columbia, Canada
Sophie Nicklaus, Université Bourgogne Franche-Comté
Camille Schwartz, Université Bourgogne Franche-Comté
Christine Lange, Université Bourgogne Franche-Comté
Featured
Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change
Juliana Schroeder, University of California Berkeley, USA
Featured
Using multi-methods in behavioral pricing research
Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA