Semantic congruence effects across olfactory and visual stimuli on product perception : an implicit and explicit approach
The thesis focused on advancing the cross-modal research, in particular on the usage of scent in product packages,using implicit and explicit approaches. The implicit approach using an IAT is new in sensory marketing and has never been used before. It proved to be a good method to measure semantic congruence of cross-modal stimuli. Study 2 and 3 use an explicit approach. The results show that the usage of a semantic congruent scent on a product package can enhance purchase intention in comparison to a package without a scent.