Market research: Scented advertising in cinemas

The Hamburg-based market research institute Trend Research studied the effect of scented advertising in cinemas. In the first test series was a noticeable scent subliminal, in the second test series a noticeable scent was above threshold. Scented spots were given of the brand NIVEA. The interviews were made after leaving the movie theater (on exit). The survey was conducted in a scented and a non scented room, within the same cinema.

unaided recall                        37%
control group                            8%


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Trend Research Hamburg