Does it Make Sense to Use Scents to Enhance Brand Memory?
[reconstructed abstract only; full text NOT READ, 2026-10-19] Morrin, M., & Ratneshwar, S. (2003). 'Does it Make Sense to Use Scents to Enhance Brand Memory?' Journal of Marketing Research, 40(1), 10-25. doi:10.1509/jmkr.40.1.10.19128. the memory result, and it is a computer screen in a room rather than a shop. Two studies. In the encoding phase subjects evaluated familiar and unfamiliar brands while viewing digital photographs of products on a computer screen, with viewing times measured covertly by the computer and ambient scent manipulated in the experiment room through a diffuser; in the retrieval phase 24 hours later, recall and recognition accuracy were assessed. Ambient scent improved
[reconstructed abstract only; full text NOT READ, 2026-10-19] Morrin, M., & Ratneshwar, S. (2003). 'Does it Make Sense to Use Scents to Enhance Brand Memory?' Journal of Marketing Research, 40(1), 10-25. doi:10.1509/jmkr.40.1.10.19128. the memory result, and it is a computer screen in a room rather than a shop. Two studies. In the encoding phase subjects evaluated familiar and unfamiliar brands while viewing digital photographs of products on a computer screen, with viewing times measured covertly by the computer and ambient scent manipulated in the experiment room through a diffuser; in the retrieval phase 24 hours later, recall and recognition accuracy were assessed. Ambient scent improved
Written from the reconstructed abstract only; full text NOT READ, 2026-10-19.
What our sources record
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Morrin, M., & Ratneshwar, S. (2003). Does it Make Sense to Use Scents to Enhance Brand Memory? Journal of Marketing Research, 40(1), 10-25. doi:10.1509/jmkr.40.1.10.19128.