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Seminaires de recherche Marketing

The Interaction of Brand Names and Product Scent on Consumer Preferences and Choice

Marina Carnevale (Fordham University)

3 mars 2017  -  12:15-14:00, salle Anthropole 3068

Host(s): B. Kocher

Research has documented profound effects of olfactory cues on consumer product preferences. However, this influence may hinge on precursory cues, such as a product’s brand name. Specifically, we find that phonetically incongruent brand names can generate disfluency, which ultimately leads consumers to discount subsequent olfactory information.

 

Liste des prochaines séances

13 octobre 2017 TBA
Juliano Laran (University of Miami)
Host(s): F. Morhart
12:15-14:00, salle TBA

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23 mars 2018 TBA
Sarial Abi (University of Bocconi, Italy)
Host(s): B. Kocher et P. Desmichel
12:15-14:00, salle TBA

click here [↓] to go to the attached pdf

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