Starjournal Quotation Kamleitner, Bernadette, Ruzeviciute, Ruta, Biswas, Dipayan. 2019. Designed to S(m)ell: When Scented Advertising Induces Proximity and Enhances Appeal. Journal of Marketing Research (JMR). 57 (2), 315-331.


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Abstract

Prior research on the use of scent in advertising has shown that scent can enhance the memorability of and engagement with an ad. However, can scenting an ad also change the way consumers perceive and react to the advertised product? This research provides new insights for this question and demonstrates an additional facet of scent: its ability to physically represent the essence of a target product and thus induce a sense of proximity. Through six studies, the authors show that scented ads enhance consumers’ sense of proximity of the advertised product and consequently increase product appeal. In line with the proposed visceral nature of the effect, this effect holds even for unpleasant scents but is contingent on the scent’s ability to represent the advertised product. The effect is weakened when the product is physically close. The findings of this research have implications for when and why firms should use scented ads.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Marketing Research (JMR)
Citation Index SSCI
WU Journalrating 2009 A+
Starjournal Y
Language English
Title Designed to S(m)ell: When Scented Advertising Induces Proximity and Enhances Appeal
Volume 57
Number 2
Year 2019
Page from 315
Page to 331
Reviewed? Y
URL https://journals.sagepub.com/doi/10.1177/0022243719888474
DOI https://doi.org/10.1177/0022243719888474
Open Access Y
Open Access Link https://journals.sagepub.com/doi/10.1177/0022243719888474

Associations

People
Kamleitner, Bernadette (Details)
External
Biswas, Dipayan (Univ. of South Florida, United States/USA)
Ruzeviciute, Ruta (Universität Amsterdam, Netherlands)
Research areas (ÖSTAT Classification 'Statistik Austria')
5320 Marketing (Details)
5321 Market research (Details)
5338 Science of advertising (Details)
5511 Social psychology (Details)
5532 Applied psychology (Details)
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