Recognition of New Nonword Brand Names: Exposure to a Pleasant Scent


The practice of scenting retail environments to increase sales has become common but do pleasant scents actually affect consumer behavior? Nonwords in English were rated as possible brand names during the learning phase of a recognition memory experiment. The test phase was a speeded old-new task. Exposure to a complex, pleasant scent during the test phase facilitated accuracy compared to non-exposure.


KEYWORDS: Brand Name, Scent, Memory, Recognition, Nonword

Simon N. Bururia