Smell and Advertising

1. Marketers have a new tactic—smellizing, which is when consumers imagine a smell
2. New studies suggest that smellizing increases consumers’ desire to purchase advertised food products
3. Researchers suggest that marketers are not doing enough to tap into the power of smell when developing marketing material

Source: Aradhna Krishna, Maureen Morrin, Eda Sayin. Smellizing Cookies and Salivating: A Focus on Olfactory Imagery. Journal of Consumer Research