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The study found that ads highlighting more distal sensory experiences like sight and sound lead people to delay purchasing, while those that emphasize more proximal sensory experiences like touch or taste lead to earlier purchases.

Published last month in the Journal of Consumer Research, the report was conducted in four lab studies and a pilot study involving more than 1,100 people.

Source: Taste, Smell, Sight, Or Sound: Which Senses Make You Buy Sooner?