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The Moderating Role of Mood in Consumer Response to Scent Cues in Advertising

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Advances in Advertising Research IX

Part of the book series: European Advertising Academy ((EAA))

Abstract

Consumer exposure to scent stimuli is difficult to avoid. Affective reaction to scent is immediate and instinctive (Vlahos, 2007; Wilkie, 1995), and it precedes thinking (Vlahos, 2007). Yet, practical applications of olfactory cues in advertising are rare (Kelly, 2012), in part due to the scarcity of research in this field (Ellen and Bone, 1998; Lwin and Morrin, 2012). Another reason may be the complexity of this effect.

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Author information

Authors and Affiliations

  1. The Department of Economics and Business Administration, Ariel University, Ariel, Israel

    Shalom Levy

  2. Faculty of Business Administration, Ono Academic College, Kiryat Ono, Israel

    Yaniv Gvili

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  1. Shalom Levy
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  2. Yaniv Gvili
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Correspondence to Shalom Levy .

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Editors and Affiliations

  1. Communication Sciences, Ghent University, Gent, Belgium

    Verolien Cauberghe

  2. Communication Science, Ghent University, Gent, Belgium

    Liselot Hudders

  3. Faculty of Business Administration and E, European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Levy, S., Gvili, Y. (2018). The Moderating Role of Mood in Consumer Response to Scent Cues in Advertising. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_24

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