The sweet smell of advertising: the essence of matching scents with other ad cues

摘要: ABSTRACTNew technologies enable practitioners to communicate scents in advertisements on various media. The current research examines the importance of matching scent cues advertised product, and joint effect other such as colour consumer responses advertising. A 4 × 2 experimental design was conducted, where participants (N = 603) were presented with scented print advertisements. Three hierarchical measured: emotional response, attitude, purchase intention. Findings reveal that higher congruence between product heightens positive response. Furthermore, this stresses significant cues, supports incongruence approach, suggesting combining are poorly congruent sensory enhance Practical theoretical implications discussed.