Seeing Is Smelling: Visual Images Can Induce Olfactory Imagery and Improve Product Evaluations

Four studies demonstrate that ads and packages with pictures of scented objects (e.g., lavender) improve product evaluations by evoking olfactory imagery of the associated scent. This effect is moderated by pleasantness of the scent, relevance of scent to the product category, and utilitarian (vs hedonic) nature of the offering.



Citation:

Varun Sharma and Zachary Estes (2017) ,"Seeing Is Smelling: Visual Images Can Induce Olfactory Imagery and Improve Product Evaluations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 313-318.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality

Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA

Read More

Featured

Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism

Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada

Read More

Featured

Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments

Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France

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.