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 brand attributes. 200 female subjects were recruited over two experiments that were conducted to test brand recall for a direct mailer and a commercial in a cinema context. A two (scent versus no scent) by two (visuals versus no visuals) between-subjects factorial design was employed for both studies. The results from our experiments suggest that scent is as effective as visuals in influencing recall, and when used together with congruent visuals, has the potential to further improve memory.