The visual scent: How imagery shapes perception in marketing
| dc.contributor.author | Seyrek, Cemre Naz | |
| dc.date.accessioned | 2025-10-13T18:40:29Z | |
| dc.date.available | 2025-10-13T18:40:29Z | |
| dc.date.issued | 24/04/2025 | |
| dc.department | Enstitüler, Lisansüstü Programlar Enstitüsü, Pazarlama Ana Bilim Dalı | |
| dc.description.abstract | The integration of the visual and olfactory cues in marketing is effective due to the fact that the brain is capable of creating sensory experiences, especially the multi-sensorial ones, which have a great impact on consumer perception and behaviour. Visual images are the most frequently used forms of mental imagery, which can lead to sensory experience of smell, and activate regions of the brain that are associated with memory and sensory functions. This ability empowers the consumers to create very clear and detailed images in their minds, which in turn influences their mood, preferences and buying products’ choices. appeal Such through visuals associating that them recreate with scents memories, can thus increase making the the products more desirable and creating a stronger emotional linkage. These visual cues are effective only when they are congruent with the product’s features with the aim of achieving a harmonious sensory experience. Since people become more sensitive to the multimodal signals, brands are looking for new ways of how to include visual and olfactory elements into marketing to increase brand awareness, user involvement, and purchase intention. It is not only important to the marketing field but also to VR, therapeutic environments, and others, as it shows the importance of sensory integration in consumer experiences. | |
| dc.identifier.uri | https://hdl.handle.net/11411/9732 | |
| dc.institutionauthor | Seyrek, Cemre Naz | |
| dc.language.iso | en | |
| dc.publisher | İstanbul Bilgi Üniversitesi, Lisansüstü Eğitim Enstitüsü | |
| dc.relation.publicationcategory | Tez | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.title | The visual scent: How imagery shapes perception in marketing | |
| dc.type | Master Thesis |
