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Product Scent and Memory
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DOI：10.1086/649909.png)
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摘要
En 中文
Scent research has focused primarily on the effects of ambient scent on consumer evaluations. We focus instead on the effects of product scent on consumer memories. For instance, if a pencil or a facial tissue is imbued with scent ( vs. not), recall for the brand's other attributes increases significantly-with the effects lasting as much as 2 weeks after exposure. We also find that product scent is more effective than ambient scent at enhancing memory for product information. We suggest that this may be because, with product ( ambient) scent, scent-related associations are focused on a single object ( are diffused across multiple objects) in the environment. In support, we find that the memory effects are driven by the number of product/scent-related associations stored in long-term memory. The results suggest that, although ambient scent has received the bulk of attention from researchers and managers in recent years, greater focus on product scent is warranted.
Keyword:
AMBIENT ODOR
TERM-MEMORY
RECOGNITION
ATTENTION
QUALITY
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2.6K
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The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands
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