Scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall

We 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...

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Main Authors: Lwin, May Oo, Morrin, Maureen
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2013
Online Access:https://hdl.handle.net/10356/107142
http://hdl.handle.net/10220/17840
http://dx.doi.org/10.1002/cb.1368
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-1071422019-12-06T22:25:33Z Scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall Lwin, May Oo Morrin, Maureen Wee Kim Wee School of Communication and Information We 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. 2013-11-25T07:43:11Z 2019-12-06T22:25:33Z 2013-11-25T07:43:11Z 2019-12-06T22:25:33Z 2012 2012 Journal Article Lwin, 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. 1472-0817 https://hdl.handle.net/10356/107142 http://hdl.handle.net/10220/17840 http://dx.doi.org/10.1002/cb.1368 en Journal of consumer behaviour
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
description We 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.
author2 Wee Kim Wee School of Communication and Information
author_facet Wee Kim Wee School of Communication and Information
Lwin, May Oo
Morrin, Maureen
format Article
author Lwin, May Oo
Morrin, Maureen
spellingShingle Lwin, May Oo
Morrin, Maureen
Scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall
author_sort Lwin, May Oo
title Scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall
title_short Scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall
title_full Scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall
title_fullStr Scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall
title_full_unstemmed Scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall
title_sort scenting movie theatre commercials : the impact of scent and pictures on brand evaluations and ad recall
publishDate 2013
url https://hdl.handle.net/10356/107142
http://hdl.handle.net/10220/17840
http://dx.doi.org/10.1002/cb.1368
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