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Back to the Future: Effects of Olfaction induced Episodic Memories on Consumer Creativity and Innovation Adoption

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dc.contributor.advisor Islam, Towhidul
dc.contributor.author Ibrahim, Nahid
dc.date.accessioned 2015-05-05T18:24:03Z
dc.date.available 2015-05-05T18:24:03Z
dc.date.copyright 2015-05
dc.date.created 2015-04-27
dc.date.issued 2015-05-05
dc.identifier.uri http://hdl.handle.net/10214/8808
dc.description.abstract Research suggests that in the presence of pleasant ambient scents people performed more creatively and efficiently, set higher goals, and employed effective strategies to accomplish those goals. However, it is yet unexplored - whether smells have an element of mental time travelling aside from their positive valence that may affect people’s cognitive processes. This paper examined whether the olfactory cues, associated with childhood and playful activities, can activate creative thinking regardless of their valence. It was found that some smells can trigger strong feeling of mental time travelling due to their associations with childhood memories, subsequently affecting cognitive flexibility, a dimension of creativity, of individuals. This paper found significant main effect of such smells and significant mediation effect of creativity on the adoption intention for incongruent new products. These findings contribute toward various facets of consumer psychology and behavioural literature and entail substantial implications for sensory marketing. en_US
dc.language.iso en en_US
dc.rights Attribution 2.5 Canada *
dc.rights.uri http://creativecommons.org/licenses/by/2.5/ca/ *
dc.subject Olfactory Cues en_US
dc.subject Episodic Memories en_US
dc.subject Mental Time Travel en_US
dc.subject Consumer Creativity en_US
dc.subject Innovation Adoption en_US
dc.title Back to the Future: Effects of Olfaction induced Episodic Memories on Consumer Creativity and Innovation Adoption en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US
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Attribution 2.5 Canada Except where otherwise noted, this item's license is described as Attribution 2.5 Canada