University of Twente Student Theses


Effects of design aspects in advertising on odour perception of consumers

Neuschildkamp, Kira Elke (2012) Effects of design aspects in advertising on odour perception of consumers.

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Abstract:This study examines the effects of design aspects in advertising on the odour perception of consumers. Research proved that visual design aspects of advertising affects consumer perceptions. Also, congruency of these design aspects plays a major role in transferring effects on consumer perceptions. Based on these findings, four hypotheses concerning the effects of design aspects (flask shape, colour hue and slogan) and the aspect of congruency on odour perception were created. To test the hypotheses, eight perfume advertisements composed of a 2 (flask shape: thin vs. thick) x 2 (colour hue: bright red vs. mild red) x 2 (slogan: like a tropical sun-bath vs. feel the spring) design were created as manipulation stimuli. Some of these attributes represent freshness and some sultriness. After seeing one of the eight advertisements, participants had to evaluate the odour of an unknown, neutral perfume. The results indicate that the design aspect “flask shape” strongly affects the odour perception of consumers, whereas the hypotheses concerning “slogan” and “colour hue” are only partly confirmed. Regarding the “congruency” hypothesis, it is demonstrated that congruent combinations of design aspects in advertising lead to better evaluations of the perfume odour than incongruent combinations. The limitations of this study, practical implications and suggestions for further research are discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
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