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Multimodal Perceptual Processing of Cues In Food Ads: Do You Smell What You See?

Author

Listed:
  • Yamen Koubaa

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Amira Eleuch

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

Abstract

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation. In doingso, they create multimodal mental imageries of the missing sensory cues. This article studies the perceptualprocess of multimodal visually induced olfactory imagery in food advertising. It measures its effects on taste perception and food consumption. Olfactory-congruent visual inputs activate an associated olfactory imagery, which, in its turn, creates an olfactory-congruenttaste and influences food consumption.

Suggested Citation

  • Yamen Koubaa & Amira Eleuch, 2020. "Multimodal Perceptual Processing of Cues In Food Ads: Do You Smell What You See?," Post-Print hal-05006830, HAL.
    • Handle: RePEc:hal:journl:hal-05006830
    DOI: 10.2501/JAR-2020-006
    as

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