Smellizing Cookies and Salivating: A Focus on Olfactory Imagery

  title={Smellizing Cookies and Salivating: A Focus on Olfactory Imagery},
  author={Asapu Mohan Krishna and Faiz Muhammad Khan and Eda Sayin},
The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as "smellizing" it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study 3), and self-reported desire to eat (study 4). The results show that imagined odors can enhance consumer response but only when the consumer creates a vivid visual mental representation of the odor referent… CONTINUE READING