Krishna, Aradhna; Morrin, Maureen; Sayin, Eda - In: Journal of Consumer Research 41 (2014) 1, pp. 18-18
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...