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: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2013
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| 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 |