Researchers came to this conclusion through four studies of products most of us would like to smellize: cookies and cake. Dr. Maureen “Mimi” Morrin, Professor of Marketing and Director of the Consumer Sensory Innovation Lab at Temple University’s Fox School of Business Professor of Marketing Maureen Morrin of Temple University’s Fox School of Business co-authored Smellizing Cookies and Salivating:
A Focus on Olfactory Imagery to examine the impact imagining what a food smells like would have on consumer behavior.“Before we started this project, we looked for print ads that asked consumers to imagine the smell of the product, and we found none,” Morrin said. “We think it’s because advertisers don’t think it’ll actually do anything.”
But researchers found that smellizing — imagining a smell —increased consumers’ desire to consume and purchase advertised food products. Consumers’ response to advertised food products was measured over several studies that looked at the effect of smellizing on salivation, desire and actual food consumption. The researchers found that imagining what a tasty food smells like increases these types of responses only when the consumer also sees a picture of the advertised product. An example of a print advertisement used in the “smellizing” studies. Participants who looked at print advertisements were prompted by questions such as: Fancy a freshly baked cookie?; Feel like a chocolate cake?; and Feel like a freshly baked cookie? Look for these in a store near you.
Morrin found that these types of headlines had a positive impact on desire to consume the product, if they were accompanied by a call to also imagine the smell of the food. This positive impact was strongest when the image of the product could be seen at the same time study participants imagined the smell.
According to the study, olfactory imagery processing is different from that of the other senses, especially vision.
“It has been shown, for example, that although individuals can discriminate among thousands of different odors and are reasonably good at detecting odors they have smelled before, they are quite poor at identifying the odors they smell,” the study said.
“That is, individuals often have difficulty stating just what it is they happen to be smelling at any particular moment, unless they can see the odor referent. ”This may be why a picture is so important in activating the effects of smellizing.
When asked (versus not being asked) to imagine a scent with a visual, participants’ salivation increased by .36 to .39 grams in two of the studies. In another study, when asked to imagine a scent with a visual, participants consumed 5.3 more grams of the advertised cookies. These effects depended on seeing the advertised food while imaging its smell.
The researchers also found that actually smelling the advertised products was even more effective on the various measures of consumer response than merely imagining the smells. But it’s not always feasible to present consumers with product odors in advertisements.
According to Morrin, advertisers are not adequately tapping into the power of the sense of smell when developing promotional messages to encourage consumers to buy their products.
Morrin’s study, co-authored with Aradhna Krishna of the University of Michigan and Eda Sayin of Koç University in Turkey, appears in the Journal of Consumer Research.
Brandon Lausch | EurekAlert!
Graphene gives a tremendous boost to future terahertz cameras
16.04.2019 | ICFO-The Institute of Photonic Sciences
Mount Kilimanjaro: Ecosystems in Global Change
28.03.2019 | Julius-Maximilians-Universität Würzburg
The human eye is particularly sensitive to green, but less sensitive to blue and red. Chemists led by Hubert Huppertz at the University of Innsbruck have now developed a new red phosphor whose light is well perceived by the eye. This increases the light yield of white LEDs by around one sixth, which can significantly improve the energy efficiency of lighting systems.
Light emitting diodes or LEDs are only able to produce light of a certain colour. However, white light can be created using different colour mixing processes.
Researchers led by Francesca Ferlaino from the University of Innsbruck and the Austrian Academy of Sciences report in Physical Review X on the observation of supersolid behavior in dipolar quantum gases of erbium and dysprosium. In the dysprosium gas these properties are unprecedentedly long-lived. This sets the stage for future investigations into the nature of this exotic phase of matter.
Supersolidity is a paradoxical state where the matter is both crystallized and superfluid. Predicted 50 years ago, such a counter-intuitive phase, featuring...
A stellar flare 10 times more powerful than anything seen on our sun has burst from an ultracool star almost the same size as Jupiter
A localization phenomenon boosts the accuracy of solving quantum many-body problems with quantum computers which are otherwise challenging for conventional computers. This brings such digital quantum simulation within reach on quantum devices available today.
Quantum computers promise to solve certain computational problems exponentially faster than any classical machine. “A particularly promising application is the...
The technology could revolutionize how information travels through data centers and artificial intelligence networks
Engineers at the University of California, Berkeley have built a new photonic switch that can control the direction of light passing through optical fibers...
17.04.2019 | Event News
15.04.2019 | Event News
09.04.2019 | Event News
24.04.2019 | Life Sciences
24.04.2019 | Life Sciences
24.04.2019 | Life Sciences