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.
Citation:
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.
Authors
RAMONA DE LUCA, EAESP-FGV, Brazil
Delane Botelho, EAESP-FGV, Brazil
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object
Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University
Featured
O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making
Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium
Featured
Non-normative influence of self-decided prices on product-related inferences
Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA