找到一个原文背景 气味在AD的运用

allattit

         Executional cues have been the focus of much advertising research.  Visual cues (pictures) and aural cues (music) have been studied  extensively, yet virtually no attention has been paid to the influence  of olfactory cues in advertising despite the growing trend among  advertisers to use scents in ads. Scents often have been used in  advertisements for products in which scent is a primary attribute (e.g.,  perfumes, room fresheners) and, when used in that context, are a form of  sampling. However, scents have also been used for products for which  scent has been considered largely irrelevant. For instance, Tanqueray  gin ran a pine-scented ad in USA Today, Rolls Royce advertised its cars  in Architectural Digest using leather-scented strips, and the State of  Utah used floral- and spice-scented panels in a four-page tourism ad.  Though such uses may be intended simply as novelties, research suggests  that odors can influence mood state (Baron 1990; Ehrlichman and Bastone  1992; Knasko 1992) and affect judgment (Baron 1990; Bone and Jantrania  1992; Spangenberg, Crowley and Henderson 1996). Therefore, the use of  scents in advertising warrants attention.  
 Odors differ in several ways from the pictures and sounds more  familiar to advertising researchers. Compared to visual and aural cues,  odors are difficult to recognize, are relatively difficult to label, may  produce false alarms and create placebo effects. Schab (1991), in a  review of the literature, concluded that the ability to attach a name to  a particular odor is so limited that individuals, on average, can  identify only 40% to 50% of odors in a battery of common odors.  Additionally, consumer ability to detect and recognize odors is  influenced by surrounding cues (Davis 1981). For example, a consumer is  more likely to recognize a lemon scent when the scent is contained in a  yellow liquid than when it is contained in a red liquid. Third, false  alarms, perceiving an odor when in reality no odor is present, are  relatively common (Engen 1972). Finally, researchers have shown that  both emotional and physical states can be affected just by believing an  odor is present. The odorant itself need not be present (Knasko,  Gilbert, and Sabini 1990). That finding suggests placebo effects.  
 Despite the difficulties, olfactory cues hold appeal to advertisers  working in an already cluttered environment. Olfactory responses are  primarily autonomic, affecting a person physiologically before affecting  cognition. Odors stimulate the limbic system, the part of the brain  responsible for emotional responses. Thus, olfaction represents a  different path to the consumer than is afforded by other types of cues.  
 We examined a consumer-controlled odor delivery system  (scratch-and-sniff panels) as opposed to ambient systems to (1) explore  the usefulness of olfactory stimuli as an executional cue in influencing  attitude toward the ad (Aad) and attitude toward the brand (Ab), (2)  determine whether those effects are moderated by motivation to process  and cue fit, and (3) examine the mediators of processes that may  underlie olfactory cue effects (i.e., mood, hedonic transfer of scent  pleasantness, and cognitions).  
 Mediators: Why Odors May Influence Attitudes  
 More than 60 years ago, Laird (1932) found evidence that olfactory  cues could affect consumer judgments. His investigation showed that  women's judgments about hosiery quality were influenced  significantly by the addition of an unrelated scent. More recently, Bone  and Jantrania (1992) found that odors that "fit" the product  (such as lemon scent for a household cleaning solution) improved product  evaluations. Additionally, using a simulated retailing environment,  Spangenberg, Crowley, and Henderson (1996) found that store evaluations,  and one of three different product evaluations, were improved when a  "on-offensive" ambient odor was present. The ability to affect  consumer judgments may be a function of several possible mediators:  mood, hedonic transfer of perceived pleasantness, and cognition.  
 Mood State  
 One of the most common findings in olfactory research is that  pleasant scents create pleasant mood states (Ehrlichman and Bastone  1992). Certain odors (e.g., nutmeg, lavender) have been shown to create  relaxed mood states whereas others (e.g., jasmine, peppermint) evoke  stimulated or activated moods (Parasuraman 1984; Torii et al. 1988). In  turn, research has shown that a positive or negative mood state colors  one's judgments of, or can be transferred to, unrelated focal  objects (cf. Isen and Shalker 1982; Petty et al. 1993). Those findings  suggest that a pleasant scent accompanying an advertisement may improve  Aad and Ab through a mood shift.  
 Hedonic Transfer of Scent Pleasantness  
 Odor effects also may occur in the absence of a mood shift (Cann  and Ross 1989; Ehrlichman and Halpern 1988; Knasko 1992; Spangenberg,  Crowley, and Henderson 1996). Consumers perceive the primary dimension  of an odor to be its pleasantness, so much so that most consumers have  difficulty describing an odor in any way beyond whether or not it is  pleasant (Henion 1971; Richardson and Zucco 1989). Those findings  suggest that odors may influence attitudes through a transfer or  "sharing" of hedonic tone (Ehrlichman and Halpern 1988); that  is, because the odors are pleasant or unpleasant, associated objects are  also perceived to be pleasant or unpleasant. The consumer does not  experience a mood shift; there is simply the sharing of  pleasantness/unpleasantness or goodness/badness.  
 Cognition  
 Odors are often tied to specific objects, events, and people in the  consumer's long-term memory. In fact, an odor's effect may  vary dramatically among individuals, depending on their cognitive  associations with that odor. For example, though some people may find  the scent of cigar smoke unpleasant, it may evoke in others pleasant  memories of a specific cigar smoker (Engen 1972).  
 According to Kirk-Smith and Booth (1987), emotional responses to an  odor depend on "the complex meaning of previous social experience  with odors" (p. 159); that is, odors have personal meanings based  on the person, place, or thing with which the odor is associated.  Kirk-Smith (1994) argues that reactions to odors are based on  associations and knowledge such that the "response to these odours  will depend on circumstances and contexts, and these cannot be easily  specified" (p. 391).  
 Hence, an odor may influence consumers' attitudes through the  associations it evokes. That activation may, in turn, lead the consumer  to direct more resources to the odor's source and influence the  processing of other information.  
 rior research leads to the following hypothesis.  
 H1: Using scent in an advertisement can influence attitudes (a) by  altering mood state, (b) through hedonic transfer of the perceived scent  pleasantness, or (c) by stimulating cognitive elaboration  
 We next turn to identifying when olfaction effects may occur.  
 Moderators: The Role of Motivation to Process and Cue Fit

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hinatalj

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violetzifeng

从狗狗来看，完全就是这篇文章的前三段啊，大榭楼主

gwendolinecn

霍霍，我找的也是这篇！

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小耗子ss

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小困蛇

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