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Pleasant Scents and Persuasion: An Information Processing Approach 1
Author(s) -
Debono Kenneth G.
Publication year - 1992
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1992.tb00933.x
Subject(s) - persuasion , attractiveness , psychology , social psychology , advertising , cognition , neuroscience , psychoanalysis , business
Participants observed a perfume advertisement in which either a physically attractive or relatively unattractive spokesperson promoted a new perfume using relatively strong or relatively weak arguments. Additionally, before observing the ad, some participants sampled the perfume. As expected, those participants who sampled the perfume were influenced more by the spokeswoman's attractiveness than by the strength of the arguments and participants not exposed to the perfume were more influenced by the strength of the arguments than by the spokesperson's attractiveness. An analysis of cognitive responses further suggested that participants not exposed to the perfume may have been systematically processing the advertisement and participants exposed to the perfume may have been more heuristically processing the message.