The concept of olfactory imagery is introduced and the conditions under
which imagining what a food smells like (referred to here as
"smellizing" it) impacts consumer response are explored. Consumer
response is measured by: salivation change (studies 1 and 2), actual
food consumption (study 3), and self-reported desire to eat (study 4).
The results show that imagined odors can enhance consumer response but
only when the consumer creates a vivid visual mental representation of
the odor referent (the object emitting the odor). The results
demonstrate the interactive effects of olfactory and visual imagery in
generating approach behaviors to food cues in advertisements. [ABSTRACT
FROM AUTHOR]