Professor Sharma publishes paper on Olfactory Imagery

Professor Sharma collaborated with Professor Zachary Estes from Bayes Business School to publish a paper titled “Seeing is smelling: Pictures improve product evaluations by evoking olfactory imagery” in the International Journal of Research in Marketing. Recent research reveals that pictures on packaging and advertisements can evoke olfactory imagery, enhancing product evaluations without actual scents. Using seven studies, researchers found that images of scented objects (e.g., roses or lemons) trigger imagined smells, influencing consumer choices. This effect is stronger for products where scent is central and among people with a strong preference for olfactory cues. However, for products with unpleasant odors, such imagery can harm perceptions. By identifying these dynamics, the study offers actionable insights for marketers to strategically use imagery, making it a cost-effective alternative to physical scents in enhancing brand appeal.