Titre :

Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads
How Dynamic Images and Messaging Drive Scent Perception and Purchase Intention

Auteur(s) :

Droulers, Olivier [Auteur]
Centre de recherche en économie et management [CREM]
Lacoste-Badie, Sophie [Auteur]
Lille University Management Lab - ULR 4999 [LUMEN]
Yu, Junwei [Auteur]
Centre de recherche en économie et management [CREM]
Groupe de Recherche Angevin en Economie et Management [GRANEM]

Titre de la revue :

Journal of Advertising Research

Pagination :

2024-010

Éditeur :

World Advertising Research Center

Date de publication :

2024-04-23

ISSN :

0021-8499

Mot(s)-clé(s) en anglais :

Implied motion
embodiment
scent perception
Purchase intention
advertising slogan
sensory marketing

Discipline(s) HAL :

Sciences cognitives

Résumé en anglais : [en]

Scent is an important product attribute and an integral component of the consumption experience as consumers often want to perceive a product’s smell to make a well-informed purchase decision. It is difficult, however, to ...
Lire la suite >Scent is an important product attribute and an integral component of the consumption experience as consumers often want to perceive a product’s smell to make a well-informed purchase decision. It is difficult, however, to communicate the properties of a scent without the physical presence of odorants. Through five experiments conducted in a perfume-advertising context, our research shows that implied explosion, whether visually (e.g., a spritz blast) or semantically created, can increase perceived scent intensity, subsequently enhancing perceived scent persistence. It also found a positive effect of perceived scent persistence on purchase intention. In conclusion, the research suggests that implied explosion can be a powerful tool for advertisers to enhance scent perception, consequently boosting purchase intention.Lire moins >

Langue :

Anglais

Comité de lecture :

Oui

Audience :

Internationale

Vulgarisation :

Non

Collections :

• Lille University Management Lab (LUMEN) - ULR 4999

Source :

Harvested from HAL