Does it Make Sense to Use Scents to Enhance Brand Memory?

By M. Morrin, S. Ratneshwar. 2003

266 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/f98bcd9d6fda8807b169027dd9e15145bf0d4dfd

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Cognitive Neuroscience

In Literature and Literary Theory

In Marketing

Citations in the corpus

The effects of scent on consumer behaviour (2016, background): “…approach responses, such as stronger intent to visit a store (Spangenberg et al., 1996), spending more time in it (Spangenberg et al., 1996; Morrin and Ratneshwar, 2003), seeking variety (Mitchell et al., 1995), willingness to pay a higher price (Fiore et al., 2000), and spending longer…”
The power of sensory marketing in advertising (2016, background): “Olfactory advertising Much of the research on smell is focused on its effect on memory, such as memory for scent itself [22,23], scent and autobiographical memories [24], and ambient scent and memory [25].”
Handbook of Consumer Psychology (2018, background): “While some consumer researchers examine eff ects of variables of interest on a signifi cant number of brands (e.g., Morrin & Ratneshwar, 2003), other examine eff ects on only a limited number of brands (e.g., Jewell & Unnava, 2003; Krishnan & Shapiro, 1996; Nedungadi, 1990).”
The Presence of a Pleasant Ambient Scent in a Fashion Store (2013, background): “A possible explanation is that these studies worked with low-involvement products, that is, school supplies (e.g., backpacks), decor items (e.g., calendars; Spangenberg et al., 1996), and toiletry and household cleaning products (Morrin & Ratneshwar, 2003).”
Person-Place Congruency (2005, background): “…scents can enhance attention (Morrin and Ratneshwar 2000), information-processing and variety-seeking behavior (Mitchell, Kahn, and Knasko 1995), cognitive elaboration (Bone and Ellen 1999), product evaluation (Spangenberg, Crowley, and Henderson 1996), and memory (Morrin and Ratneshwar 2003).”
Stereotype Threat in the Marketplace: Consumer Anxiety and Purchase Intentions (2011, background): “Marketing research on scent thus far has focused on consumer memories of product information (Aradhna, Lwin, and Morrin 2010; Morrin and Ratneshwar 2003) or product and store evaluations (Bosmans 2006; Mitchell, Kahn, and Knasko 1995; Spangenberg, Crowley, and Henderson 1996).”
The Power of Simplicity: Processing Fluency and the Effects of Olfactory Cues on Retail Sales (2013, background): “…North and Hargreaves 1998), a significant amount of ork has focused on the effects of olfactory stimuli on conumers (Bosmans 2006; Krishna, Elder, and Caldara 2010; rishna, Lwin, and Morrin 2010; Mitchell, Kahn, and Knasko 995; Morrin and Ratneshwar 2003; Spangenberg, Crowley, and enderson 1996).”
Pleasant Ambient Scents: A Meta-Analysis of Customer Responses and Situational Contingencies (2020, methodology): “To examine its effects, we therefore use perceived concentration, defined as the proportion of respondents who detected (i.e., realized the presence of) the scent in the environment (Morrin and Ratneshwar 2003).”
Store Atmospherics: A Multisensory Perspective (2014, background): “…to be the strongest of all the senses showing signiﬁcant memory for odors decades after ﬁrst smelling the scent (Goldman & Seamon 1992; Laird 1935), with scented products and retail environments apparently being especially well recalled (Krishna, Lwin, & Morrin, 2010; Morrin & Ratneshwar, 2003).”
Product Scent and Memory (2010, background): “Interest in sensory marketing appears to be on the rise, especially in previously neglected areas such as olfaction and touch (Peck and Childers 2008).”