RT Journal Article
SR Electronic
T1 Multimodal Perceptual Processing of Cues In Food Ads: Do You Smell What You See?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2020-006
DO 10.2501/JAR-2020-006
A1 Yamen Koubaa
A1 Amira Eleuch
YR 2020
UL http://www.journalofadvertisingresearch.com/content/early/2020/03/19/JAR-2020-006.abstract
AB In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation. In doing so, they create multimodal mental imageries of the missing sensory cues. This article studies the perceptual process of multimodal visually induced olfactory imagery in food advertising. It measures its effects on taste perception and food consumption. Olfactory-congruent visual inputs activate an associated olfactory imagery, which, in its turn, creates an olfactory-congruent taste and influences food consumption.