Follow Your Nose When It Sounds Right: How Brand Names Moderate the Influence of Olfactory Cues on Consumer Preferences

Research has documented profound effects of olfactory cues on consumer product preferences. However, this influence may hinge on precursory cues, such as a product’s brand name. Specifically, we find that phonetically incongruent brand names can generate disfluency, which ultimately leads consumers to discount subsequent olfactory information.



Citation:

Marina Carnevale, Rhonda Hadi, Ruth Pogacar, and David Luna (2017) ,"Follow Your Nose When It Sounds Right: How Brand Names Moderate the Influence of Olfactory Cues on Consumer Preferences", 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

Marina Carnevale, Fordham University, USA
Rhonda Hadi, Oxford University, UK
Ruth Pogacar, University of Cincinnati, USA
David Luna, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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