Abstract
This paper takes a multi-method approach, combining neuroscience methods and behavioral experiments to investigate emotions triggered by olfactory-related information and related consumer decision-making outcomes. In the online context, olfactory information is limited to visual forms of triggering olfactory sensations. The effectiveness of using sensory congruent brand names in online ads to trigger emotions, and the influence on attitudes toward the ad, brand and purchase intentions are examined. Moreover, individual differences in olfactory sensitivity were considered, revealing moderating effects on cognitive and emotional processes. Findings provide managerial and organizational implications for online advertising, branding decisions and market segmentation decisions.
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Lin, MH.(., Cross, S.N.N., Jones, W., Childers, T.L. (2018). Online Information Processing of Scent-Related Words and Implications for Decision Making. In: Deokar, A., Gupta, A., Iyer, L., Jones, M. (eds) Analytics and Data Science. Annals of Information Systems. Springer, Cham. https://doi.org/10.1007/978-3-319-58097-5_14
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DOI: https://doi.org/10.1007/978-3-319-58097-5_14
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