The novice nose knows: How olfactory knowledge shapes evaluation confidence
Document Type
Article
Publication Date
10-25-2022
Abstract
Prior consumer knowledge research compares differences between experts and novices within a product category, implicitly assuming that novices are similar across categories. Relying on the differences between incidental and intentional learning, as well as on the unique physiological characteristics of olfaction processing, we examine this assumption, comparing novice consumers between olfactory and non-olfactory categories and suggesting that olfactory novices are unique. Using electronic word-of-mouth (eWOM) analysis and experiments, we find that olfactory novices are more familiar with technical terms than non-olfactory novices in their product category. Thus, when exposed to technical olfactory product descriptions, olfactory novices are more confident in evaluating products by gaining a higher sense of understanding. This cross-category novice comparison and the underlying cognitive mechanism are new to the literature. The research highlights the theoretical importance of how olfactory novices are unique and shows how eWOM and experimental data can be combined in sensory marketing. Practically, we suggest scented product managers to provide more technical product descriptions for olfactory novices, especially when product trial is not feasible (e.g., online purchases).
DOI
https://doi.org/10.1177/14707853221135542
Recommended Citation
Meng, Hua; Zamudio, César; and Grigsby, Jamie L., "The novice nose knows: How olfactory knowledge shapes evaluation confidence" (2022). Business & Economics Faculty Publications. 53.
https://digitalcommons.longwood.edu/business_facpubs/53
Original Citation
Meng, H., Zamudio, C., Grigsby, J. L. (2022). The novice nose knows: How olfactory knowledge shapes evaluation confidence. International Journal of Market Research, 18. https://journals.sagepub.com/eprint/FCSJZXH3RTYQ5DZV9ZAH/full
