Imagined Scents and Enhanced Engagement in ASMR Video Ads Under Varying Involvement Conditions

Consumers cannot physically touch, smell, or taste products in digital contexts. However, sensory imagery in advertisements can simulate these experiences. Although the effects of static visuals on olfactory imagery have been studied, the role of video ads remains unknown. This research reveals that video ads, particularly ASMR video ads, can evoke olfactory imagery that influences ad engagement. It also introduces and tests a new framework for the olfactory imagery‐evoking process. A 2 × 2 factorial experiment was conducted to examine how verbal versus nonverbal ASMR ads affect ad engagement under conditions of higher and lower product involvement. Results reveal that verbal and nonverbal ASMR ads have different effects on olfactory imagery and engagement. Moreover, the findings indicate that the level of product involvement determines when or under what conditions the olfactory imagery is evoked. This study provides theoretical and practical insights into the role of multisensory stimuli in advertising.