Scents and Semantics: Do Fragrance Names Influence Consumer Perceptions of Scented Products?

Previous research on scent perception has focused on the effects of ambient scents (i.e. scents in the environment) on consumer decision making; however little work has examined how consumers process olfactory attributes that are integral to products. The proposed research investigates the effect of manipulating the descriptiveness of the label given to a scented product has on overall product evaluations. Results indicate that for scents that are familiar, hedonic ratings are significantly higher when the scent is labeled with a more abstract name. In contrast, hedonic ratings for unfamiliar scents are significantly higher when the verbal label is more concrete.


Lauren Yourshaw (2010) ,"Scents and Semantics: Do Fragrance Names Influence Consumer Perceptions of Scented Products?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 938-939 .


Lauren Yourshaw, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA

Read More


Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München

Read More


Donate Today or Give Tomorrow? Adding a Time Delay Increases Donation Amount but not Willingness to Donate

Emily Powell, New York University, USA
Minah Jung, New York University, USA
Joachim Vosgerau, Bocconi University, Italy
Eyal Pe'er, Bar-Ilan University

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.