dc.contributor.authorLwin, May Oo
dc.contributor.authorMorrin, Maureen
dc.identifier.citationLwin, 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.en_US
dc.description.abstractWe 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.en_US
dc.relation.ispartofseriesJournal of consumer behaviouren_US
dc.titleScenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recallen_US
dc.typeJournal Article
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US

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