Multimodal Perceptual Processing of Cues In Food Ads: Do You Smell What You See?

Yamen Koubaa and Amira Eleuch
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Yamen Koubaa: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Amira Eleuch: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation. In doingso, they create multimodal mental imageries of the missing sensory cues. This article studies the perceptualprocess of multimodal visually induced olfactory imagery in food advertising. It measures its effects on taste perception and food consumption. Olfactory-congruent visual inputs activate an associated olfactory imagery, which, in its turn, creates an olfactory-congruenttaste and influences food consumption.

Date: 2020-03-23
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Published in Journal of Advertising Research, 2020, 61 (1), pp.78-94. ⟨10.2501/JAR-2020-006⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05006830

DOI: 10.2501/JAR-2020-006

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