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Is anticipation delicious? Visceral factors as mediators of the effect of olfactory cues on purchase intentions

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  • Moore, David J.
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    In examining the way olfactory cues influence consumer behavior, this paper pays special attention to the crucial role of visceral factors — generally defined as ‘hot’ overwhelming urges driven by sexual lust, thirst, or hunger. Our investigation is limited to hunger driven visceral impulses, which we call ‘appetitive motivational drive states’. The results indicate that food aroma indirectly influences purchase intentions through the mediation of appetitive drive states such as taste anticipation, subjective expected pleasure, and taste enjoyment. Structural equation modeling demonstrated that food aroma as the predictor variable first activates taste anticipation, which plays a pivotal role in stimulating both subjective expected pleasure and taste enjoyment. Implications for marketing theory and industry practice are also discussed in light of the fact that visceral states can exert an unwelcome influence on purchase intentions and eating behavior.

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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 67 (2014)
    Issue (Month): 9 ()
    Pages: 2045-2051

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    Handle: RePEc:eee:jbrese:v:67:y:2014:i:9:p:2045-2051
    DOI: 10.1016/j.jbusres.2013.10.005
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    1. Loewenstein, George, 1996. "Out of Control: Visceral Influences on Behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 65(3), pages 272-292, March.
    2. Hoch, Stephen J & Loewenstein, George F, 1991. " Time-Inconsistent Preferences and Consumer Self-Control," Journal of Consumer Research, Oxford University Press, vol. 17(4), pages 492-507, March.
    3. Morrin, Maureen & Ratneshwar, S., 2000. "The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands," Journal of Business Research, Elsevier, vol. 49(2), pages 157-165, August.
    4. Aradhna Krishna & May O. Lwin & Maureen Morrin, 2010. "Product Scent and Memory," Journal of Consumer Research, Oxford University Press, vol. 37(1), pages 57-67, June.
    5. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Oxford University Press, vol. 37(2), pages 197-206, August.
    6. Kelly Geyskens & Siegfried Dewitte & Mario Pandelaere & Luk Warlop, 2008. "Tempt Me Just a Little Bit More: The Effect of Prior Food Temptation Actionability on Goal Activation and Consumption," Journal of Consumer Research, Oxford University Press, vol. 35(4), pages 600-610, August.
    7. Chebat, Jean-Charles & Michon, Richard, 2003. "Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories," Journal of Business Research, Elsevier, vol. 56(7), pages 529-539, July.
    8. Ryan S. Elder & Aradhna Krishna, 2010. "The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste," Journal of Consumer Research, Oxford University Press, vol. 36(5), pages 748-756, February.
    9. Belk, Russell W & Ger, Guliz & Askegaard, Soren, 2003. " The Fire of Desire: A Multisited Inquiry into Consumer Passion," Journal of Consumer Research, Oxford University Press, vol. 30(3), pages 326-351, December.
    10. JoAndrea Hoegg & Joseph W. Alba, 2007. "Taste Perception: More than Meets the Tongue," Journal of Consumer Research, Oxford University Press, vol. 33(4), pages 490-498, December.
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