PT  - JOURNAL ARTICLE
AU  - Droulers, Olivier
AU  - Yu, Junwei (Jerry)
AU  - Lacoste-Badie, Sophie
TI  - Ignite the Scent: The Effectiveness of Implied Explosion in Perfume Ads
AID  - 10.2501/JAR-2024-010
DP  - 2024 Apr 23
TA  - Journal of Advertising Research
PG  - 2024-010
4099  - http://www.journalofadvertisingresearch.com/content/early/2024/04/18/JAR-2024-010.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2024/04/18/JAR-2024-010.full
AB  - Scent is an important product attribute and an integral component of the consumption experience as consumers often want to perceive a product’s smell to make a well-informed purchase decision. It is difficult, however, to communicate the properties of a scent without the physical presence of odorants. Through five experiments conducted in a perfume-advertising context, our research shows that implied explosion, whether visually (e.g., a spritz blast) or semantically created, can increase perceived scent intensity, subsequently enhancing perceived scent persistence. It also found a positive effect of perceived scent persistence on purchase intention. In conclusion, the research suggests that implied explosion can be a powerful tool for advertisers to enhance scent perception, consequently boosting purchase intention.