Person: Sayin, Eda
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First Name
Eda
Last Name
Sayin
Affiliation
IE University
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IE Business School
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Marketing and Communication
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Publication “Sound and safe”: The effect of ambient sound on the perceived safety of public spaces(Elsevier, 2015-12) Sayin, Eda; Krishna, Aradhna; Ardelet, Caroline; Briand Decré, Gwenaëlle; Goudey, Alain; https://ror.org/02jjdwm75The amount of crime to which individuals are exposed on a daily basis is growing, resulting in increased anxiety about being alone in some public places. Fear of crime usually results in avoidance of places that are perceived to be unsafe, and such avoidance can have negative financial consequences. What can be done to reduce fear in relatively safe public places that are nevertheless perceived as being unsafe? In this paper, we explore the effect of auditory input (type of ambient sound) on perceived social presence and one's feeling-of-safety in public spaces such as car parks and metro stations. In one field study and four laboratory studies, we demonstrate that different ambient sounds convey social presence to a different degree. When perceived social presence is higher and positive, the feeling-of-safety is also higher. Additionally, we show that an increase in perceived safety has a positive effect on consumers' satisfaction with the public area and even raises their willingness to purchase a monthly membership card for the public area. Furthermore, the effect of ambient sound on such consumer responses is serially mediated by perceived social presence and feeling-of-safety.Publication Smellizing Cookies and Salivating: A Focus on Olfactory Imagery(Oxford University Press, 2013-12-13) Krishna, Aradhna; Morrin, Maureen; Sayin, Eda; https://ror.org/02jjdwm75The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as “smellizing” it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study 3), and self-reported desire to eat (study 4). The results show that imagined odors can enhance consumer response but only when the consumer creates a vivid visual mental representation of the odor referent (the object emitting the odor). The results demonstrate the interactive effects of olfactory and visual imagery in generating approach behaviors to food cues in advertisements.