313. IJRM. Seeing is Smelling.
May 2, 2024
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From the aroma of freshly baked bread in a grocery store to the crisp scent of a new car, our senses play a crucial role in shaping our perceptions and evaluations of products. However, recent research has delved deeper into the relationship between visuals and olfactory sensations, uncovering fascinating insights into how pictures of scented objects can influence consumer behavior.
Today, we had the privilege of speaking with Zachary Estes, Professor of Marketing, Co-Director of the Behavioral Research Lab, and Director of the PhD in Management at Bayes Business School, City University of London, and Varun Sharma, Assistant Teaching Professor of Marketing at Carnegie Mellon University, Qatar. Their research delves into the intricate interplay between cognition, emotion, and consumer behavior, focusing on sensory marketing and its impact on product evaluation.
This research sheds light on the transformative potential of olfactory visuals to leverage scent in marketing and how, in certain instances, these visuals offer brands a strategic advantage in capturing consumer attention.
Key points discussed:
Multisensory Theory of Object Representation: Historically, objects were believed to be mentally represented as a list of attributes, independent of sensory modalities. However, groundbreaking research in the late 90s led to a paradigm shift, revealing that objects are represented in a multisensory manner, activating sensory parts of the brain and enhancing the richness of our mental simulations.
The Influence of Smell on Consumer Behavior: Smell, being an ancient sense, holds significant power in influencing emotions and memory. Studies have shown that memories recalled through scent are more emotionally charged, highlighting the profound impact of smell on consumer evaluations and purchase intent.
Utilizing Scent in Marketing: Research consistently demonstrates the positive impact of scent on product evaluations and memory, with store scents playing a crucial role in shaping consumer experiences.
The Visual-Olfactory Effect: Building upon the multisensory nature of object representation, the research discussed focuses on how pictures of scented objects can evoke olfactory imagery and enhance product evaluations.
Practical Implications for Marketers: The findings underscore the importance of incorporating scent-relevant visuals in marketing strategies. By leveraging the power of visual-olfactory cues, marketers can enhance consumer perceptions and drive purchase intent. However, it's essential to ensure that scent is relevant to the product and to also avoid using visuals that evoke unpleasant odors, which can have a detrimental effect on consumer evaluations.
Click here for the Research Article
The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.
IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking.
Zachary Estes (PhD in Psychology, Princeton University) is Professor of Marketing, Co-Director of the Behavioural Research Lab, and Director of the PhD in Management at Bayes Business School, City University of London. He has served on the editorial boards of various journals in both psychology and marketing, including as Associate Editor of the Journal of Consumer Psychology (currently) and as Associate Editor of Cognitive Science (previously).
His research is at the interface of cognition, emotion, and consumer behavior, investigating how consumers’ thoughts and feelings affect their decisions and experiences. His research has been published in psychology and marketing journals including Cognitive Psychology, Emotion, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Experimental Psychology-General, Journal of Marketing, and Psychological Science, and has been reported in popular media including BBC Radio, Scientific American, New Scientist, Harvard Business Review, NewsWeek, BusinessWeek, The New Yorker, Huffington Post, Forbes, Marie Claire, and The Atlantic. He is also the proud winner of teaching awards at the University of Warwick (UK) and Bocconi University (Italy).
Varun Sharma is an Assistant Teaching Professor of Marketing at Carnegie Mellon University Qatar (CMUQ). He holds a Ph.D. in Business Administration and Management (Marketing) from Bocconi University. His research interests include sensory marketing, price perception, and emotions. He has presented his research at various international conferences like the Association of Consumer Research and EMAC. He is also a recipient of SEED research grant from CMUQ.
Varun has taught various Marketing courses, including Consumer Behavior, Digital Marketing and Social Media Strategy, Marketing Research, Principles of E-marketing, and E-commerce at CMUQ and Bocconi University. He is a Certified Digital Marketing Professional (CDMP) from the American Marketing Association and the Digital Marketing Institute. Prior to joining academia, Varun worked for five years in the Food and Beverage Ingredients and Information Technology industries.
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Zachary Estes
Varun Sharma