The impact of olfactory product expectations on the olfactory product experience

In order to prevent failures when developing a new perfume it is necessary to systematically gather information on the impact that olfactory product expectations generated by means of marketing (i.e. brand name, packaging, container, advertising, distribution) have on the olfactory product experience at an early stage of the innovation process. This information can then be used to simultaneously improve intrinsic and extrinsic product properties. Theories are discussed which describe the influence of olfactory product expectations on the olfactory product experience. The results of a pilot study, based upon the assimilation-contrast model approach are presented.