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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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