Olfaction in advertising.
Scent has the sensory qualities to arouse, excite and attract attention, making it a potentially valuable tool for marketers. Hence, using the Theory of Accessibility and the Multiple Resource Theory, we examined the effectiveness of scent and visuals in influencing both aided and unaided recall of...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/1162 |
| _version_ | 1826125417590816768 |
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| author | Chiang, Grace Pei Sze. Goh, Kenneth. Snodgrass, Beverly Maria. Yeap, Adrian Shiqiang. |
| author2 | May Oo Lwin |
| author_facet | May Oo Lwin Chiang, Grace Pei Sze. Goh, Kenneth. Snodgrass, Beverly Maria. Yeap, Adrian Shiqiang. |
| author_sort | Chiang, Grace Pei Sze. |
| collection | NTU |
| description | Scent has the sensory qualities to arouse, excite and attract attention, making it a potentially valuable tool for marketers. Hence, using the Theory of Accessibility and the Multiple Resource Theory, we examined the effectiveness of scent and visuals in influencing both aided and unaided recall of brand attributes. 200 female subjects were recruited over two experiments that were conducted to test brand recall for a direct mailer and a commercial in a cinema context. A two (scent versus no scent) by two (visuals versus no visuals) between-subjects factorial design was employed for both studies. The results from our experiments suggest that scent is as effective as visuals in influencing recall, and when used together with congruent visuals, has the potential to further improve memory. |
| first_indexed | 2024-10-01T06:36:17Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/1162 |
| institution | Nanyang Technological University |
| last_indexed | 2024-10-01T06:36:17Z |
| publishDate | 2008 |
| record_format | dspace |
| spelling | ntu-10356/11622019-12-10T10:53:48Z Olfaction in advertising. Chiang, Grace Pei Sze. Goh, Kenneth. Snodgrass, Beverly Maria. Yeap, Adrian Shiqiang. May Oo Lwin Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Communication theories and models Scent has the sensory qualities to arouse, excite and attract attention, making it a potentially valuable tool for marketers. Hence, using the Theory of Accessibility and the Multiple Resource Theory, we examined the effectiveness of scent and visuals in influencing both aided and unaided recall of brand attributes. 200 female subjects were recruited over two experiments that were conducted to test brand recall for a direct mailer and a commercial in a cinema context. A two (scent versus no scent) by two (visuals versus no visuals) between-subjects factorial design was employed for both studies. The results from our experiments suggest that scent is as effective as visuals in influencing recall, and when used together with congruent visuals, has the potential to further improve memory. Bachelor of Communication Studies 2008-09-10T07:15:02Z 2008-09-10T07:15:02Z 2007 2007 Final Year Project (FYP) http://hdl.handle.net/10356/1162 Nanyang Technological University application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication::Communication theories and models Chiang, Grace Pei Sze. Goh, Kenneth. Snodgrass, Beverly Maria. Yeap, Adrian Shiqiang. Olfaction in advertising. |
| title | Olfaction in advertising. |
| title_full | Olfaction in advertising. |
| title_fullStr | Olfaction in advertising. |
| title_full_unstemmed | Olfaction in advertising. |
| title_short | Olfaction in advertising. |
| title_sort | olfaction in advertising |
| topic | DRNTU::Social sciences::Communication::Communication theories and models |
| url | http://hdl.handle.net/10356/1162 |
| work_keys_str_mv | AT chianggracepeisze olfactioninadvertising AT gohkenneth olfactioninadvertising AT snodgrassbeverlymaria olfactioninadvertising AT yeapadrianshiqiang olfactioninadvertising |