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This research aims to investigate how scents influence consumer behaviors through situational memory structures.

I Buy What I Smell: Extended Typology of Situational Memory

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This research aims to investigate how scents influence consumer behaviors through situational memory structures.
Combining large-scale online reviews (N=154,017) and consumer surveys (N=597)
Utilizing LLM-assisted content analysis and PLS-SEM for data analysis
Proposing and validating an olfactory consumption model based on the Extended Situational Memory framework
Purchase intention is more influenced by memory's agency dimensions than by temporal or causal aspects.
Identification of four fragrance categories (Calm, Gentle, Fresh, Classic) linked to psychological functions like self-healing.
Findings suggest a shift in perfume marketing from focusing solely on pleasant scents to meaningful consumer connections.

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Randomized trial explores olfactory memory's effect on purchase intention in consumers, suggesting deeper connections to scent-driven experiences.

Yin et al. (2026) studied this question.

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Randomized trial explores olfactory memory's effect on purchase intention in consumers, suggesting deeper connections to scent-driven experiences.