Stories that sell: the role of story diagnosticity, AI and olfactory imagery in online fragrance purchase intention

Purpose In the context of fragrances, this research aims to explore how the diagnosticity of product stories (presence of scent attribute descriptions) and brand stories (absence of scent attribute descriptions) impacts online purchase intention, proposes a process explanation and identifies boundary conditions. Design/methodology/approach Study 1 investigated the relationship between story diagnosticity and online fragrance purchase intention. Study 2 tested a process explanation. Study 3 examined the moderating effect of story creation source (human vs AI). Findings The cue diagnosticity framework predicts that product attributes become diagnostic only when brand reputation (a high-scope cue) is positive. This research shows that, irrespective of brand reputation, product stories (a low-scope cue) were consistently more diagnostic than brand stories in enhancing online fragrance purchase intention, regardless of the brand story theme. This is because product stories directly allowed consumers to judge a fragrance and evoked more vivid olfactory imagery. However, olfactory imagery vividness was attenuated when product stories were created by AI. Practical implications To increase online fragrance sales, brands should emphasize scent attributes in their storytelling rather than brand evolution or values. This strategy is particularly beneficial for new or low-reputation brands, enabling them to enhance online sales and compete with more established brands. Originality/value This research proposes the novel concept of “story diagnosticity” and conceptualizes the impact of high- and low-scope cues on diagnosticity. It also contributes to the storytelling and sensory marketing literature streams by examining how story diagnosticity influences online fragrance purchase intention, uncovering a cognitive mechanism and identifying boundary conditions.