Olfaction in advertising.

• Main Authors: Chiang, Grace Pei Sze., Goh, Kenneth., Snodgrass, Beverly Maria., Yeap, Adrian Shiqiang.
• Other Authors: May Oo Lwin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Communication theories and models
• Online Access: http://hdl.handle.net/10356/1162
• Institution: Nanyang Technological University

Scent has the sensory qualities to arouse, excite and attract attention, making it a potentially valuable tool for marketers. Hence, using the Theory of Accessibility and the Multiple Resource Theory, we examined the effectiveness of scent and visuals in influencing both aided and unaided recall of...