Multimodal perceptual processing of cues in food ads: Do you smell what you see? Visual-induced olfactory imagery and its effects on taste perception and food consumption
Yamen Koubaa and Amira Eleuch
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.
The use of ambient scents in marketing is expensive and unreliable, but advertisers
can achieve its benefits more efficiently by exposing consumers to visual inputs,
which can trigger associated olfactory imagery.