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Odor Semantics and Visual Cues: What We Smell Impacts Where We Look, What We Remember, and What We Want to Buy.

Authors :
Lwin, May O.
Morrin, Maureen
Chong, Chiao Sing Trinetta
Goh, Su Xin
Source :
Journal of Behavioral Decision Making; Apr-Jul2016, Vol. 29 Issue 2/3, p336-350, 15p, 3 Color Photographs, 1 Diagram, 2 Charts, 2 Graphs
Publication Year :
2016

Abstract

The current research uses eye-tracking technology in a consumer context to explore the interactive effects of olfactory and visual cues on consumers' eye gaze patterns. We manipulate the semantic correspondence between pictorial objects depicted in print advertisements and odors smelled (or not) while looking at the ads. The results indicate that smelling a scent that shares learned semantic associations with an object in the advertisement diverts consumers' eye gazes to the semantically related object in the ad, with positive downstream effects on advertising recall and purchase intent. This is the first study we are aware of demonstrating multisensory integration of odors and pictures on consumer eye gaze patterns with clear implications for consumer choice. Copyright © 2015 John Wiley & Sons, Ltd. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
08943257
Volume :
29
Issue :
2/3
Database :
Complementary Index
Journal :
Journal of Behavioral Decision Making
Publication Type :
Academic Journal
Accession number :
114042530
Full Text :
https://doi.org/10.1002/bdm.1905