Publication: Smellizing cookies and salivating: a focus on olfactory imagery
Program
KU-Authors
KU Authors
Co-Authors
Krishna, Aradhna
Morrin, Maureen
Publication Date
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Embargo Status
Journal Title
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Volume Title
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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.
Source
Publisher
Oxford Univ Press Inc
Subject
Business
Citation
Has Part
Source
Journal of Consumer Research
Book Series Title
Edition
DOI
10.1086/674664