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

• 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
• Institution: Nanyang Technological University

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...