Promoting positive perceptions during crises : effects of scents on journalism students in a media conference setting

Abstract

Prior research has examined the effect of extrinsic cues such as prior reputation and spokesperson gender on journalists’ evaluation of the organisation involved in the crisis. However, no study has examined the role of olfaction in a media conference. Through the theoretical lens of Petty and Cacioppo (1986)’s Elaboration Likelihood Model (ELM), our study posits that congruency of gender characteristics between olfactory and visual stimuli during a media conference would influence message reception. The study utilised an experiment based on a 3 X 2 X 2 between-group subjects factorial design. We assessed the journalists’ states and evaluations of organization and spokesperson, as well as their news articles written based on the spokesperson’s message. The results showed that journalists will rely more on reputational cues when faced with an organization with low prior reputation. However, they use olfactory and spokesperson cues to process the organisation’s messages when faced with an organisation with high prior reputation. Lastly, we discuss implications of PR practice and strategy.