Lovemarks Campus

This article presents an overview in the study of sensory marketing and perception, and highlights existing areas where additional research needs to be done.

This paper “explores how verbal smell references in restaurants’ radio advertisements affect consumers’ perceived ability to “almost taste” and “almost smell” the advertised product, affective response, and purchase intentions”.

Can introducing the sense of smell to cinema advertising improve advertising recall? “Although both pictorial and olfactory cues enhance brand evaluations and ad recall overall, we find that olfactory (vs pictorial) cues generate more positive feelings toward the brand and enhance recall to a greater extent.”

This study explores the relationship between visual and olfactory cues within a retail environment through a field experiment conducted within the glass department of IKEA. Shoppers’ touching behaviour, purchase intentions and total sale are impacted.

Chances are your favorite erasers when you were a child were scented. This wasn’t because they made erasing any easier, but the scent added novelty to an otherwise generic item. You might not care for scented items now, but a recent study shows that you will remember a product more if it ignites your olfactory system.

The authors of this study published in the Journal of Marketing “investigate whether the presence of an inoffensive ambient scent versus no scent affects evaluations of and approach/avoidance behaviors in a retail environment.”