olfactory袁文~~~1月考的看进来

firecranezou

确定考的是这篇袁文的缩减版
1月的小伙伴们好好看看

Executional cues have been the focus of much advertisingresearch. Visual cues (pictures) and aural cues (music) have been studiedextensively, yet virtually no attention has been paid to the influenceofolfactory cues in advertising despite the growing trend among advertisers touse scents in ads. Scents often have been used in advertisements for productsin 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 alsobeen 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 advertisedits cars in Architectural Digest using leather-scented strips, and the State ofUtah usedfloral- and spice-scented panels in a four-page tourism ad. Though such usesmay be intended simply as novelties, research suggests that ordor can influencemood state and affect judgment. Therefore, the use of scents in advertisingwarrants attention.
     Odors differ in severalways from the pictures and sounds more familiar to advertising researchers.Compared to visual and aural cues, odors are difficult to recognize, arerelatively difficult to label, may produce false alarms and create placeboeffects. Schab (1991), in a review of the literature, concluded that theability 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 bysurrounding cues (Davis 1981). For example, a consumer is more likely torecognize a lemon scent whenthe scent is contained in a yellow liquid than whenit is contained in a red liquid. Third, false alarms, perceiving an odor whenin reality no odor is present, are relatively common (Engen 1972). Finally,researchers have shown that bothemotional and physical states can be affected just by believing anodor ispresent. The odorant itself need not be present (Knasko, Gilbert, andSabini1990). That finding suggests placeboeffects.
Despite the difficulties, olfactory cues holdappeal to advertisers working in an already cluttered environment. Olfactoryresponses are primarily autonomic, affecting a person physiologically beforeaffecting cognition. Odors stimulate thelimbic system, the part of the brain responsible for emotional responses. Thus,olfaction represents a different path to the consumer than is afforded by othertypes of cues.

wenliwang

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hzclm828

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宝宝的瓜

谢谢楼主！

魔多烈焰

真棒！！！

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