Please use this identifier to cite or link to this item:
https://hdl.handle.net/10356/107142
Title: | Scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall | Authors: | Lwin, May Oo Morrin, Maureen |
Issue Date: | 2012 | Source: | Lwin, M. O., & Morrin, M. (2012). Scenting movie theatre commercials: The impact of scent and pictures on brand evaluations and ad recall. Journal of Consumer Behaviour, 11(3), 264-272. | Series/Report no.: | Journal of consumer behaviour | Abstract: | We utilize a novel advertising context—commercials seen in a simulated movie theater setting while ambient scent is emitted into the atmosphere—to explore the effects of multisensory cues on brand evaluation and 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. We also find that, after a long time delay, re-experiencing the scent activates pictures' ability to facilitate recall. Theoretical and managerial implications are discussed. | URI: | https://hdl.handle.net/10356/107142 http://hdl.handle.net/10220/17840 |
ISSN: | 1472-0817 | DOI: | 10.1002/cb.1368 | Schools: | Wee Kim Wee School of Communication and Information | Fulltext Permission: | none | Fulltext Availability: | No Fulltext |
Appears in Collections: | WKWSCI Journal Articles |
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