Seeing is smelling Pictures improve product evaluations by evoking olfactory imagery

Varun Sharma , Zachary Estes 

Enhancing Product Evaluations through Olfactory Imagery: Insights from “Seeing is Smelling”

In the realm of marketing, tapping into consumers’ senses has always been a powerful tool, and a recent study sheds light on an intriguing aspect of sensory marketing: the relationship between visual stimuli and olfactory imagery. Varun Sharma’s research, “Seeing is Smelling: Pictures Improve Product Evaluations by Evoking Olfactory Imagery,” delves into how visual cues can evoke smells in consumers’ minds, subsequently influencing their product evaluations.

Sharma’s study demonstrates that when consumers are presented with visually stimulating images related to a product, they are more likely to experience olfactory sensations associated with that product. This phenomenon, termed “seeing is smelling,” has significant implications for marketers aiming to enhance product evaluations and consumer perceptions.

Imagine highlighting a deliciously crafted dish through vibrant imagery, triggering the viewer’s mind to conjure up the aroma of freshly baked bread or aromatic spices. Sharma’s findings suggest that such visual cues can effectively enhance consumers’ sensory experiences, leading to more positive product evaluations and increased purchase intent.

This research underscores the importance of incorporating multisensory elements into marketing strategies. By strategically leveraging visual stimuli to evoke olfactory imagery, marketers can create more immersive brand experiences that resonate with consumers on a deeper level. Whether it’s through captivating imagery in advertisements, enticing packaging designs, or engaging social media visuals, the integration of sensory cues can elevate brand perception and drive consumer engagement.

In today’s competitive marketplace, where consumers are bombarded with countless product options, the ability to stand out and forge meaningful connections is paramount. By harnessing the power of sensory marketing, brands can differentiate themselves and leave a lasting impression on consumers’ minds—and noses. So, the next time you’re crafting a marketing campaign or designing product visuals, remember the olfactory dimension and consider how you can leverage the “seeing is smelling” effect to captivate your audience and drive success.

https://www.sciencedirect.com/science/article/pii/S0167811624000077?via%3Dihub

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