Current Issue Summary
June 2024 (Vol. 64, Issue 2)
Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads How Dynamic Images and Messaging Drive Scent Perception and Purchase Intention
This study by Oliver Droulers (Université de Rennes, NeuroLab CREM), Junwei (Jerry) Yu (Université d’Angers), and Sophie Lacoste-Badie (Université de Lille), investigates the impact of implied explosion, either visually or semantically presented, on the perceived intensity and persistence of a product’s scent, specifically in the context of perfume advertising. Their research, which spanned five experiments, demonstrates that portraying an explosive effect, such as a visual burst or through descriptive, explosion-like language, can significantly enhance a consumer’s perception of a scent’s intensity and its lasting presence. This perceived enhancement directly contributes to higher purchase intentions. This phenomenon is explained through conceptual metaphors and heuristic processing, suggesting that the intensity of a scent, when linked to explosive imagery or descriptions, enhances the perceived endurance of that scent, leading to a more appealing product evaluation. This study offers a novel approach to conveying olfactory characteristics in non-olfactory media, thereby enhancing consumer engagement and potentially boosting sales in the highly subjective and competitive perfume market.