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Scent Strategies: Unleashing Implied Explosion in Perfume Ads
Description
New JAR Podcast with Junwei (Jerry) Yu
We are excited to share that our latest podcast episode features Junwei (Jerry) Yu, co-author of the research article "The Effectiveness of Implied Explosion in Perfume Ads” that appears in the June 2024 issue of JAR. The article is co-authored with Olivier Droulers and Sophie Lacoste-Badie
Key Insights from the Article:
🔹 Implied Explosion Technique: The study explores how implied explosion in advertisements can convey scent intensity and persistence, enhancing consumer perception and purchase intention.
🔹 Global Applicability: Tested with participants from the USA, France, China, and the UK, the findings suggest that this technique is effective across different cultures.
🔹 Managerial Implications: Advertisers are encouraged to use implied explosion in simpler advertisement formats, integrating it through semantic cues like slogans and visual elements.
Read the full article here:
https://www.journalofadvertisingresearch.com/content/64/2/154
#Marketing #Advertising #Podcast #PerfumeAds #ConsumerBehavior #SensoryMarketing #Research
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