Smellizing Cookies and Salivating: A Focus on Olfactory Imagery

Journal of Consumer Research, Vol. 41 (June 2014), 18-34

17 Pages Posted: 3 Sep 2014 Last revised: 30 Dec 2016

See all articles by Aradhna Krishna

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Maureen Morrin

Temple University - Fox School of Business and Management; Temple University - Department of Marketing and Supply Chain Management

Eda Sayin

IE Business School; Koc University

Date Written: December 13, 2013

Abstract

The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as "smellizing" it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study 3), and self-reported desire to eat (study 4). The results show that imagined odors can enhance consumer response but only when the consumer creates a vivid visual mental representation of the odor referent (the object emitting the odor). The results demonstrate the interactive effects of olfactory and visual imagery in generating approach behaviors to food cues in advertisements.

Suggested Citation

Krishna, Aradhna and Morrin, Maureen and Sayin, Eda, Smellizing Cookies and Salivating: A Focus on Olfactory Imagery (December 13, 2013). Journal of Consumer Research, Vol. 41 (June 2014), 18-34. Available at SSRN: https://ssrn.com/abstract=2490470

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Maureen Morrin (Contact Author)

Temple University - Fox School of Business and Management ( email )

Philadelphia, PA 19122
United States

Temple University - Department of Marketing and Supply Chain Management ( email )

Philadelphia, PA 19122
United States

Eda Sayin

IE Business School ( email )

Madrid
Spain

Koc University ( email )

Rumelifeneri Yolu
34450 Sar?yer
Istanbul, 34450
Turkey

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