MANAGEMENT SLANT
- The use of ambient scents in marketing is expensive and unreliable, but advertisers can achieve its benefits more efficiently by exposing consumers to visual inputs, which can trigger associated olfactory imagery.
- Visual inputs can influence food perception, even when they are olfactory neutral, but olfactory-congruent inputs are stronger because the elaborate processing of these inputs makes the imagery more concrete.
- Visual referents are important in the elaboration process of olfactory imagery and ...