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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.

 

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Marina Carnevale (Fordham University)
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12:15-14:00, salle Anthropole 3068

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