G13. Odor Priming and Product Preferences: When Smells Regulate Preferences For Semantically-Congruent Products and Brands
This article extends the idea that olfactory stimuli influence consumer preferences even when they are perceived unconsciously. Two laboratory experiments demonstrate that incidental exposure to odors unconsciously activate a mental representation when they are matched for valence, and when are related to the intended semantic category, thus regulating product preferences.
Citation:
Ramona De Luca and Delane Botelho (2018) ,"G13. Odor Priming and Product Preferences: When Smells Regulate Preferences For Semantically-Congruent Products and Brands", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 918-918.
Authors
Ramona De Luca, EAESP-FGV
Delane Botelho, EAESP-FGV
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Nostalgiacising: A Performative Theory of Nostalgic Consumption
Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK
Featured
Secrecy Prompts Nonconformity-Avoidance in Consumption Choice
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
Featured
Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open
Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA