Olfactory imagination is a powerful tool for advertising flavor. A recent study in the Journal of Consumer Research on smellizing, a term for selling by stimulating smell imagination, has intriguing findings for the food and beverage industry. Professor Morrin and her team found that participants who looked at both images and descriptions of appealing food showed a significant increase in salivation. When the image or the description stood alone, their biological desire was not as strong. Experiments in artificial smell diffusion has been a part of marketing for a while, but the simple strategy of combing visual and verbal stimuli has been strangely underutilized, Morrin says.