The Effect of Ambient Odors on Categorization and Semantically-Congruent Product Choices

Research in sensory and scent marketing has prioritized cognitive approaches in which consumer choices result from deliberate decisions. However, consumers’ choices are largely regulated by pleasurable experiences that arise automatically. This research explores the unconscious process underlying the effect of ambient scent on consumers’ categorization and semantically congruent choices.


RAMONA DE LUCA and Delane Botelho (2020) ,"The Effect of Ambient Odors on Categorization and Semantically-Congruent Product Choices", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1210-1210.


Delane Botelho, EAESP-FGV, Brazil


NA - Advances in Consumer Research Volume 48 | 2020

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