Toward a better understanding of the embodied experience of disability: A qualitative investigation of consumers with olfactory impairments

Since the 1990s, marketing research has focused on the inclusion of consumers with disabilities, identifying environmental barriers that hinder their participation. However, despite the attention given to olfactory impairments during the COVID-19 pandemic, they remain underexplored. The embodied experience of disability, understood as the way individuals live and perceive their bodies in interaction with their environment, remains underexplored, often overshadowed by studies on the design of commercial spaces. This article aims to fill this gap by addressing two questions: (1) What forms of embodied experience are associated with olfactory impairments among consumers? (2) How do these forms of embodied experience shape their consumption behaviors? An analysis of 21 semi-structured interviews with consumers experiencing hyposmia (partial loss of smell) or anosmia (complete loss of smell) reveals four forms of embodied experience: diminished, intrusive, forgotten, and elusive perception. These findings shed light on the impact of olfactory impairments and lead to recommendations for adapting marketing strategies to enhance the experience of affected individuals.