Smellizing — Imagining a Product's Smell — Increases Consumer Desire

Seeing is believing, but smellizing – a new term for prompting consumers to imagine the smell of a product – could be the next step toward more effective advertising. Researchers came to this conclusion through four studies of products most of us would like to smellize: cookies and cake. The researchers found that imagining what a tasty food smells like increases these types of responses only when the consumer also sees a picture of the advertised product.

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