Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads - Université d'Angers
Article Dans Une Revue Journal of Advertising Research Année : 2024

Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads

Résumé

Scent is an important product attribute and an integral component of the consumption experience as consumers often want to perceive a product’s smell to make a well-informed purchase decision. It is difficult, however, to communicate the properties of a scent without the physical presence of odorants. Through five experiments conducted in a perfume-advertising context, our research shows that implied explosion, whether visually (e.g., a spritz blast) or semantically created, can increase perceived scent intensity, subsequently enhancing perceived scent persistence. It also found a positive effect of perceived scent persistence on purchase intention. In conclusion, the research suggests that implied explosion can be a powerful tool for advertisers to enhance scent perception, consequently boosting purchase intention.
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Dates et versions

hal-04587901 , version 1 (25-05-2024)

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Citer

Olivier Droulers, Sophie Lacoste-Badie, Junwei Yu. Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads. Journal of Advertising Research, 2024, pp.2024-010. ⟨10.2501/JAR-2024-010⟩. ⟨hal-04587901⟩
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