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Product Scent and Memory

Author

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  • Aradhna Krishna
  • May O. Lwin
  • Maureen Morrin

Abstract

Scent research has focused primarily on the effects of ambient scent on consumer evaluations. We focus instead on the effects of product scent on consumer memories. For instance, if a pencil or a facial tissue is imbued with scent (vs. not), recall for the brand's other attributes increases significantly-with the effects lasting as much as 2 weeks after exposure. We also find that product scent is more effective than ambient scent at enhancing memory for product information. We suggest that this may be because, with product (ambient) scent, scent-related associations are focused on a single object (are diffused across multiple objects) in the environment. In support, we find that the memory effects are driven by the number of product/scent-related associations stored in long-term memory. The results suggest that, although ambient scent has received the bulk of attention from researchers and managers in recent years, greater focus on product scent is warranted. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Aradhna Krishna & May O. Lwin & Maureen Morrin, 2010. "Product Scent and Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 57-67, June.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:1:p:57-67
    DOI: 10.1086/649909
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    Cited by:

    1. Nenkov, Gergana Y. & Morrin, Maureen & Maille, Virginie & Rank-Christman, Tracy & Lwin, May O., 2019. "Sense and sensibility: The impact of visual and auditory sensory input on marketplace morality," Journal of Business Research, Elsevier, vol. 95(C), pages 428-441.
    2. David Moore, 2013. "Interrupted anticipation after a service failure: The role of olfactory sensation on expected pleasure, taste enjoyment, consumption, and repatronage intentions," Marketing Letters, Springer, vol. 24(4), pages 399-408, December.
    3. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    4. Ardelet, Caroline & Fleck, Nathalie & Grobert, Julien, 2022. "When a clean scent soothes the soul: Developing a positive attitude toward sharing service space with strangers," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Herrmann, Andreas & Zidansek, Manja & Sprott, David E. & Spangenberg, Eric R., 2013. "The Power of Simplicity: Processing Fluency and the Effects of Olfactory Cues on Retail Sales," Journal of Retailing, Elsevier, vol. 89(1), pages 30-43.
    6. José Verissimo & Rui Alves Pereira, 2013. "The Effect Of Ambient Scent On Moviegoers’ Behavior," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 67-80.
    7. Cowan, Kirsten & Ketron, Seth & Kostyk, Alena & Kristofferson, Kirk, 2023. "Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses," Journal of Retailing, Elsevier, vol. 99(3), pages 385-399.
    8. Kaisa Silja Sofia Sandell, 2019. "Olfactory cues and consumers? purchase behavior in food products: A category management approach," Economia agro-alimentare, FrancoAngeli Editore, vol. 21(1), pages 73-100.
    9. Ramona Luca & Delane Botelho, 2021. "The unconscious perception of smells as a driver of consumer responses: a framework integrating the emotion-cognition approach to scent marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 145-161, June.
    10. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    11. Leenders, Mark A.A.M. & Smidts, Ale & Haji, Anouar El, 2019. "Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 270-280.
    12. Ford, Robert C., 2014. "Prime time: The strategic use of subconscious priming to enhance customer satisfaction," Business Horizons, Elsevier, vol. 57(2), pages 269-277.
    13. Moore, David J., 2014. "Is anticipation delicious? Visceral factors as mediators of the effect of olfactory cues on purchase intentions," Journal of Business Research, Elsevier, vol. 67(9), pages 2045-2051.
    14. Cristinel Vasiliu & Mihai Ovidiu Cercel, 2015. "Innovation in retail: impact on creating a positive experience when buying fashion products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 583-583, May.
    15. Moein Abdolmohamad Sagha & Nader Seyyedamiri & Pantea Foroudi & Morteza Akbari, 2022. "The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    16. Caroline Ardelet & Nathalie Fleck & Julien Grobert, 2022. "When a clean scent soothes the soul: Developing a positive attitude toward sharing service space with strangers," Post-Print hal-04210965, HAL.
    17. Lasarov, Wassili & Mai, Robert & Krause, Jan S. & Schmidt, Ulrich & Hoffmann, Stefan, 2021. "Too Cold to be Skeptical: How Ambient Temperature Moderates the Effects of CSR Communication," Ecological Economics, Elsevier, vol. 183(C).
    18. Wołangiewicz Michał, 2018. "How, if at All, should the Law of Trademarks Adapt to the Rise of Sensory Marketing?," Wroclaw Review of Law, Administration & Economics, Sciendo, vol. 7(2), pages 40-57, December.
    19. Fürst, Andreas & Pečornik, Nina & Binder, Christian, 2021. "All or Nothing in Sensory Marketing: Must All or Only Some Sensory Attributes Be Congruent With a Product’s Primary Function?," Journal of Retailing, Elsevier, vol. 97(3), pages 439-458.
    20. Francesco Ferrise & Serena Graziosi & Monica Bordegoni, 2017. "Prototyping strategies for multisensory product experience engineering," Journal of Intelligent Manufacturing, Springer, vol. 28(7), pages 1695-1707, October.
    21. Min Shao & Derong Lin, 2021. "A Study on How the Five Senses Are Affected When Tourists Experience Towns with Forest Characteristics: An Empirical Analysis Based on the Data of Fujian, Guangdong and Sichuan in China," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    22. Kim, Kyeongheui & Park, Jongwon, 2019. "Cultural influences on brand extension judgments: Opposing effects of thinking style and regulatory focus," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 137-150.

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