Professor Sharma comments on his publication on “Seeing is Smelling”
by Professor Varun Sharma
Recent research published in the International Journal of Research in Marketing explores how visual imagery on packaging and advertisements can evoke olfactory imagery in consumers, improving their evaluations of products. Olfactory imagery refers to the mental representation of scents, created without any physical presence of odor. This research demonstrates how pictures of scent-relevant objects, such as roses or lemons, can lead consumers to imagine these scents, ultimately influencing their perception of the products.
The study addresses a key challenge in sensory marketing: incorporating scent into advertising and packaging is often impractical, especially in digital contexts, and can be expensive. However, the findings show that marketers can leverage visual cues to achieve similar effects without relying on actual scents. Through a series of studies, we demonstrated that images evoking familiar and pleasant scents enhanced product appeal. For example, participants were more likely to choose products labeled with images of cut lemons rather than whole lemons, as the former are more closely associated with strong olfactory experiences.
The effectiveness of this strategy depends on several factors. Consumers who have a high sensitivity to scent, or a “need for smell,” are more responsive to olfactory imagery. These individuals use scent as a key decision-making factor, making them particularly susceptible to the influence of scent-relevant visuals. Additionally, the centrality of scent to a product’s attributes plays a significant role. Products for which scent is a core feature, such as cleaning supplies or air fresheners, see greater benefits from this technique compared to products where scent is less relevant, such as electronics or tools. Importantly, the research also highlights the importance of pleasantness. Images associated with pleasant scents consistently improved evaluations, whereas images of unpleasant smells, such as mold or spoiled food, harmed perceptions, even if the product was designed to neutralize such odors.
The findings offer practical applications for marketers seeking to enhance product appeal. By incorporating relevant and pleasant scent imagery into packaging and advertisements, brands can improve consumer perception, particularly for scent-centric products. This approach provides a cost-effective alternative to physical scent marketing, especially in digital advertising, where delivering actual odors is impossible. The research also suggests that targeting consumer segments with a higher sensitivity to scent could amplify the effectiveness of this strategy.
While the potential of olfactory imagery is clear, the research also outlines its limitations. It is most effective when scent is central to the product, and it requires a careful selection of images to avoid evoking negative associations. These nuances emphasize the need for a strategic approach when applying this technique to ensure alignment with consumer expectations and product attributes.
Overall, this research represents a significant contribution to sensory marketing, offering a novel way for brands to engage consumers and enhance product evaluations. By demonstrating the power of visual-olfactory connections, the study highlights an innovative, accessible method for influencing consumer behavior without the logistical challenges of physical scent marketing.
Professor Sharma’s interests include consumer behavior, sensory marketing, price perception, and emotions. He has experience working and studying in the Netherlands, USA, and Italy.