Odor Semantics and Visual Cues: What We Smell Impacts Where We Look, What We Remember, and What We Want to Buy

May O. Lwin, Maureen Morrin, Chiao Sing Trinetta Chong, Su Xin Goh

Research output: Contribution to journalArticlepeer-review

19 Scopus citations

Abstract

The current research uses eye-tracking technology in a consumer context to explore the interactive effects of olfactory and visual cues on consumers' eye gaze patterns. We manipulate the semantic correspondence between pictorial objects depicted in print advertisements and odors smelled (or not) while looking at the ads. The results indicate that smelling a scent that shares learned semantic associations with an object in the advertisement diverts consumers' eye gazes to the semantically related object in the ad, with positive downstream effects on advertising recall and purchase intent. This is the first study we are aware of demonstrating multisensory integration of odors and pictures on consumer eye gaze patterns with clear implications for consumer choice.

Original languageEnglish (US)
Pages (from-to)336-350
Number of pages15
JournalJournal of Behavioral Decision Making
Volume29
Issue number2-3
DOIs
StatePublished - Apr 1 2016
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Decision Sciences(all)
  • Arts and Humanities (miscellaneous)
  • Applied Psychology
  • Sociology and Political Science
  • Strategy and Management

Keywords

  • Crossmodal integration
  • Eye-tracking
  • Olfactory
  • Sensory
  • Visual

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