15-H: the Sophisticated Brand Scent: the Effects of Scent Type on Brand Sophistication

This research examines the effects of scent type on brand sophistication. In two studies, we show that woody (vs. floral) scent enhances brand sophistication. In addition, findings suggest that brand sophistication mediates the effect of scent type (woody vs. floral) on consumer’s willingness to pay.


Márcia Maurer Herter, Diego Costa Pinto, Mellina Terres, and Leonardo Nicolao (2017) ,"15-H: the Sophisticated Brand Scent: the Effects of Scent Type on Brand Sophistication", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1048-1048.


Márcia Maurer Herter, ESPM Business School, Brazil
Diego Costa Pinto, ESPM Business School, Brazil
Mellina Terres, UFCSPA, Brazil
Leonardo Nicolao, UFRGS, Brazil


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


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

Read More


I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media

Martin A. Pyle, Ryerson University

Read More


Unintended Customer Consequences of Corporate Lobbying

Gautham Vadakkepatt, George Mason University
Kelly Martin, Colorado State University
Neeru Paharia, Georgetown University, USA
Sandeep Arora, University of Manitoba, Canada

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.