Neurophysiology of sensory imagery: An effort to improve online advertising effectiveness through science laboratory experimentation

An increase in the vividness of mental imagery can enhance the persuasive appeal of advertisements. To examine the effects of sensory imagery enriched by smelling (olfactory) and tasting (gustatory) in online video-based advertisements, we adopted multi-method empirical investigations to validate our conceptions. Electroencephalograms (EEGs) and survey data collected from 166 customers provide strong support for the research model. Results show that, in rational advertising contexts, consumers’ olfactory senses were triggered, and both arousal and pleasure from the emotions affected their attitudes, which in turn influenced word-of-mouth (WOM) and purchase intentions. In emotional advertising contexts, the olfactory and gustatory senses were both triggered, and only pleasure affected their attitudes, which in turn influenced WOM and purchase intentions. By understanding the neurocognitive mechanisms and perceptual effects of sensory imagery, the insights gained from this study may benefit designers and marketers in implementing more effective marketing strategies.