Olfaction in advertising.

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...

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Bibliographic Details
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:
Online Access:http://hdl.handle.net/10356/1162
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Institution: Nanyang Technological University

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