An increase in the vividness of mental imagery can enhance the persuasive appeal of advertisements. To examine the effects of sensory imagery enriched by smelling (olfactory) and tasting (gustatory) in online video-based advertisements, we adopted multi-method empirical investigations to validate our conceptions. Electroencephalograms (EEGs) and survey data collected from 166 customers provide strong support for the research model. Results show that, in rational advertising contexts, consumers’ olfactory senses were triggered, and both arousal and pleasure from the emotions affected their attitudes, which in turn influenced word-of-mouth (WOM) and purchase intentions. In emotional advertising contexts, the olfactory and gustatory senses were both triggered, and only pleasure affected their attitudes, which in turn influenced WOM and purchase intentions. By understanding the neurocognitive mechanisms and perceptual effects of sensory imagery, the insights gained from this study may benefit designers and marketers in implementing more effective marketing strategies.

增加心理意象的生动性可以增强广告的说服力。为了检查在基于在线视频的广告中通过嗅觉（嗅觉）和品尝（味觉）丰富的感官图像的效果，我们采用了多方法实证调查来验证我们的概念。从 166 名客户收集的脑电图 (EEG) 和调查数据为研究模型提供了强有力的支持。结果表明，在理性的广告语境中，消费者的嗅觉被触发，情绪的唤醒和愉悦都会影响他们的态度，进而影响口碑（WOM）和购买意愿。在情感广告语境中，嗅觉和味觉都被触发，只有快乐会影响他们的态度，这反过来又影响了口碑和购买意愿。通过了解感官图像的神经认知机制和知觉效应，从这项研究中获得的见解可能有利于设计师和营销人员实施更有效的营销策略。