I Smell It As If It Were Here: Can Scented Advertising Boost Product Appeal?
This paper demonstrates that scent enhances perceived proximity to an advertised product, which in turn enhances consumers’ liking of the product and desire to acquire it. Across three studies, we show the hypothesized process, rule out an alternative explanation and identify a boundary condition.
Ruta Ruzeviciute, Bernadette Kamleitner, and Dipayan Biswas (2017) ,"I Smell It As If It Were Here: Can Scented Advertising Boost Product Appeal?", 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.
Ruta Ruzeviciute, Vienna University of Economics and Business, Austria
Bernadette Kamleitner, Vienna University of Economics and Business, Austria
Dipayan Biswas, University of South Florida, USA
NA - Advances in Consumer Research Volume 45 | 2017
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