Smellizing Cookies and Salivating: A Focus on Olfactory Imagery

Aradhna Krishna · Maureen Morrin · Eda Sayın

185 citations0/0 files storedJournal of Consumer Research

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Consumer Retail Behavior Studies Olfactory and Sensory Function Studies Sensory Analysis and Statistical Methods

Abstract

The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as “smellizing” it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study 3), and self-reported desire to eat (study 4). The results show that imagined odors can enhance consumer response but only when the consumer creates a vivid visual mental representation of the odor referent (the object emitting the odor). The results demonstrate the interactive effects of olfactory and visual imagery in generating approach behaviors to food cues in advertisements.

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References

2011An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior 2004Narrative Processing: Building Consumer Connections to Brands 1996Improving the Store Environment: Do Olfactory Cues Affect Evaluations and Behaviors?2009The Effect of Mere Touch on Perceived Ownership 1967A shortened form of Betts' questionnaire upon mental imagery 1998The Role of Narratives in Consumer Information Processing 1995There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making 2000The Impact of Anticipating Satisfaction on Consumer Choice

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