Marketing Letters

, Volume 3, Issue 3, pp 289–296

Olfaction as a cue for product quality

  • Paula Fitzgerald Bone
  • Swati Jantrania


This paper explores the effect of olfaction on product performance judgments. An experiment is conducted to determine (1) the robustness of the olfaction effects observed in early research and (2) the underlying reason why olfaction affects judgments. It appears that cognitions, rather than hedonics, drive the observed olfaction effects.

Key words

Olfaction Product Judgments Hedonics 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Allen, Chris T., and Thomas J. Madden. (1985). “A Closer Look at Classical Conditioning,”Journal of Consumer Research 12, (December), 301–315.Google Scholar
  2. Cox, Donald F. (1967). “The Sorting Rule Model of the Consumer Product Evaluation Process,” InRisk Taking and Information Handling in Consumer Behavior. Boston, MA: Graduate School of Business Administration, Harvard University, 324–369.Google Scholar
  3. Ehrlichman, Howard, and J. N. Halpern. (1988). “Affect and Memory: Effects of Pleasant and Unpleasant Odors on Retrieval of Happy and Unhappy Memories,”Journal of Personality and Social Psychology 55, 769–779.Google Scholar
  4. Hirsch, Alan R. (1990). “Preliminary Results of Olfaction Nike Study,” note dated November 16 distributed by the Smell and Taste Treatment and Research Foundation, Ltd. Chicago, IL.Google Scholar
  5. Laird, Donald A. (1932). “How the Consumers Estimate Quality by Subconscious Sensory Impressions: With Special Reference to the Role of Smell,”Journal of Applied Psychology June, 241–246.Google Scholar
  6. Loniewscki, Richie. (1991). Personal interview conducted on June 6, 1991.Google Scholar
  7. Miller, Cyndee. (1991). “Research Reveals How Marketer's Can Win by a Nose,”Marketing News 25, 1–2.Google Scholar
  8. Richardson, John T. E., and Gesualdo M. Zucco. (1989). “Cognition and Olfaction: A Review,”Psychological Bulletin 105, 3, 352–360.Google Scholar
  9. Sawyer, Alan G. (1975). “Demand Artifacts in Laboratory Experiments in Consumer Research,”Journal of Consumer Research March, 20–30.Google Scholar
  10. Shimp, Terence A., Eva M. Hyatt, and David J. Snyder. (1991). “A Critical Appraisal of Demand Artifacts in Consumer Research,”Journal of Consumer Research 18 (December) 273–283.Google Scholar
  11. Warm, Joel S., and William N. Dember. (1991). “Effects of Olfactory Stimulation on Performance and Stress in a Visual Sustained Attention Task,”Journal of the Society of Cosmetic Chemists, forthcoming.Google Scholar

Copyright information

© Kluwer Academic Publishers 1992

Authors and Affiliations

  • Paula Fitzgerald Bone
    • 1
  • Swati Jantrania
    • 2
  1. 1.West Virginia UniversityMorgantown
  2. 2.Pennsylvania State UniversityState College

Personalised recommendations