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



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