Designed to s(m)ell: When scented advertising induces proximity and consequently enhances appeal

Prior research on the use of scent in advertising has shown that scent can enhance the memorability of and engagement with an ad. However, can scenting an ad also change the way consumers perceive and react to the advertised product? This research provides new insights for this question and demonstrates an additional facet of scent: its ability to physically represent the essence of a target product and thus induce a sense of proximity. Through six studies, the authors show that scented ads enhance consumers’ sense of proximity of the advertised product and consequently increase product appeal. In line with the proposed visceral nature of the effect, this effect holds even for unpleasant scents but is contingent on the scent’s ability to represent the advertised product. The effect is weakened when the product is physically close. The findings of this research have implications for when and why firms should use scented ads.