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Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers

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Abstract

This research aims to study the effect of a carefully selected congruent and simple ambient scent in a real-world supermarket setting. Specifically, we study how different levels of scent intensity affect shopper's mood, behavior and evaluations in a space with naturally occurring scents. Using electrostatic aroma diffusers, we apply a carefully selected melon scent at three different intensity levels in a large store of a major supermarket operator. The results show that, in the condition with high scent intensity, the scent has a significant positive effect on shopper’s store evaluations, time spent in store and store level sales. We provide evidence that mood is, as expected, a strong mediator of the effect of scent on positive evaluations. We also find that scent, used as a mood inducer, is especially effective for hurried shoppers. Interestingly, in terms of general mood inducement, we find that shoppers tend to overestimate the amount of time spent shopping at lower intensity levels and underestimate time spent shopping at high scent intensity levels. Implications for marketing and store management are discussed.

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... There is no difference between these two cultures regarding cognitive Specifically, a growing body of research has focused on the effects of ambient fragrances within retail establishments (Teller and Dennis 2012). Field experiments show pleasant scents can prolong browsing duration (Knasko 1995;Leenders et al. 2019), improve merchandise assessments (Lwin and Morrin 2012;Merrilees and Miller 2019;Michon et al. 2005), and drive higher spending (Leenders et al. 2019). However, some studies report inconsistent odor impacts (Douce and Adams 2020). ...
... There is no difference between these two cultures regarding cognitive Specifically, a growing body of research has focused on the effects of ambient fragrances within retail establishments (Teller and Dennis 2012). Field experiments show pleasant scents can prolong browsing duration (Knasko 1995;Leenders et al. 2019), improve merchandise assessments (Lwin and Morrin 2012;Merrilees and Miller 2019;Michon et al. 2005), and drive higher spending (Leenders et al. 2019). However, some studies report inconsistent odor impacts (Douce and Adams 2020). ...
... Numerous previous studies have explored the influence of the atmosphere on consumer behavior and retail strategy. Leenders et al. (2019) discussed how scent in a store can improve customers' mood and lower stress levels (Lehrner et al. 2005). Retail marketers should focus on enhancing the internal shop atmosphere to highlight the value of their goods and services and encourage more repeat business (Chatzoglou et al. 2022). ...
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While previous studies have examined the influence of store atmospherics and social factors independently, limited research has investigated their synergistic impacts across cultures. In particular, the interactions between ambient scents, companionship influences, and cross-cultural shopping customs remain underexplored. Therefore, this study investigates how ambient scents influence retail shopping behaviors with a companion across cultures. Data were collected via surveys administered to customers in Polish and Indian shopping malls ( N = 579), examining the impact of detected fragrances on time spent, money spent, purchase decisions, cognitive responses, and attitudes. Shopping with a companion in a scented environment has a more positive influence on time spent, money spent and impulse purchases in India than in Poland. There is no difference between these two cultures regarding cognitive responses to a scented retail environment, but there are significant differences for attitudinal responses and repurchase intentions. We found a positive association between the consumer rating of the shopping environment in terms of the ambient scent and the amount of money spent in India, but not in Poland. Theoretical and practical implications are discussed for optimizing atmospheric design according to cultural customs around shopping companionships.
... Research conducted by Leenders et al. (2019) brought in some very interesting insights where consumers tend to underestimate the time spent in the retail store and end up having both unplanned and actual purchases when exposed to 'suprathreshold' aromatic conditions than what gets demonstrated under no or less intensified aromatic setup. ...
... The study further reveals that the mood of a consumer tends to play the mediating role that induces product evaluation and purchase decisions. Leenders et al. (2019) also brought out how to control hurried consumers in the retail shopping experience. The results are encouraging enough to highlight how aromatic settings positively influence consumers who are in a rush during their purchasing process. ...
... To achieve the study objectives and study different tourists' by employing attribution theory dimensions (locus, stability and controllability) in the olfactory marketing context, we adapted and adopted additional variable items as follows: we adopted service providers' efficacy from Saleh (2021aSaleh ( , 2021b, destination attachment from Wang et al. (2020). Moreover, we adopted other constructs as follows: destination recommendation from Saleh (2022a); fragrance stability and fragrance controllability from Jackson (2019); fragrance locus from Saleh (2022b), and time spent from Leenders et al. (2019). We ensured that our variables were well-understood. ...
... Examples of such triggers include a comfortable temperature, ambient music, pleasant aromas (Leenders et al., 2019;Shah et al., 2021;Sharma & Stafford, 2000), and physical proximity to the product (Xiao & Nicholson, 2013), where the consumer will be able to perceive the characteristics of the product through touch and by seeing its colors, design, and visual appeal (Chen et al., 2021;Jones et al., 2003;Sharma et al., 2010). In such contexts, the item is experienced within a physical space and this can lead to impulsive shopping responses. ...
... The statistical results of the ANOVA and Figure 2 show that consumers in a negative mood within the offline shopping context had a higher level of impulsivity than did those in the online context. This negative mood made consumers more sensitive to impulsiveness in face-to-face purchasing (Chen et al., 2021;Leenders et al., 2019;Park, 2017;Shah et al., 2021;Xiao & Nicholson, 2013). ...
... In the offline shopping scenario, the results showed that consumers have more impulsive tendencies, with values very close to both negative and positive moods. This demonstrates that, in face-toface environments (Leenders et al., 2019;Shah et al., 2021), consumers have a certain level of impulsiveness in both situations of mood contexts. In the online shopping scenario this changes markedly, as individuals with a negative mood have a low tendency toward impulsivity via online consumption, whereas individuals with a positive mood have a high motivation to engage in impulsive online consumption, indicating that consumption through e-commerce and m-commerce facilitates satisfied, happy individuals with a positive/ pleasant mood (Gunawan & Iskandar, 2020;Lin et al., 2018;McLean et al., 2018). ...
Article
This article analyzes impulsive buying behavior in scenarios where the consumer's negative or positive mood, oriented by emotional situations, stimulates an uncontrolled instinct in relation to the purchase. Four experimental studies were carried out to evaluate the influence of the mood state on impulsivity in different scenarios of consumption: online versus face‐to‐face shopping (Study 1); product characteristics – hedonic versus utilitarian product types in online environments (Study 2); the individual characteristic of self‐control in relation to the online purchase (Study 3a); and the individual characteristic of social value in relation to online consumption (Study 3b). The results demonstrate that consumers have greater impulsiveness within the online environment when they are in a positive mood, and that the positive mood maintains greater purchasing impulsiveness when the product is utilitarian, and when the consumer has low self‐control and/or high social value individually.
... The findings are consistent across studies and confirm that the presence of a pleasant ambient clean scent promotes positive attitudes toward sharing space with other users (other workers in an open-plan workspace or library, other users in a shared car, and other passengers in a station concourse). Based on the literature on psychological obstacles to sharing (e.g., Söderlund, 2011) and olfaction research (e.g., Chebat and Michon, 2003;Michon et al., 2005;Leenders et al., 2019), this study empirically tests three alternative hypotheses to explain the impact of ambient scents in shared spaces: a positive effect of clean scents on: (1) perceived cleanliness of the space; (2) other users' behaviors; and (3) the user's mood. Interestingly, the results rule out the mediating role of perceived cleanliness and perceived other users' behaviors and demonstrate that the positive effect of a pleasant and appropriate clean scent in a service space is mediated by the user's mood (Leenders et al., 2019). ...
... Based on the literature on psychological obstacles to sharing (e.g., Söderlund, 2011) and olfaction research (e.g., Chebat and Michon, 2003;Michon et al., 2005;Leenders et al., 2019), this study empirically tests three alternative hypotheses to explain the impact of ambient scents in shared spaces: a positive effect of clean scents on: (1) perceived cleanliness of the space; (2) other users' behaviors; and (3) the user's mood. Interestingly, the results rule out the mediating role of perceived cleanliness and perceived other users' behaviors and demonstrate that the positive effect of a pleasant and appropriate clean scent in a service space is mediated by the user's mood (Leenders et al., 2019). ...
... Sharing the same space or item with other users implies adopting "pro-social" behaviors focused on collaboration rather than individualism (Cavanaugh et al., 2015;Eckhardt et al., 2019;Mai et al., 2019). The literature shows that ambient scents can increase positive consumer attitudes and behaviors (Chebat and Michon, 2003;Leenders et al., 2019;Roschk et al., 2020). In particular, the service scape model indicates that pleasant and congruent ambient scents positively impact social interactions (Bitner, 1992). ...
Article
Full-text available
In the context of sharing services, this research examines how ambient scent can improve the perception of the presence of other sharers. Four experiments conducted in real conditions (open-plan workspaces, car-sharing services, rail-stations, and library) show that the diffusion of a clean scent promotes positive attitudes toward sharing space with others. Three alternative explanations are assessed: 1) perceived cleanliness of the space; 2) other users' behaviors; and 3) user's mood. The results indicate that throughout the four experiments, the effect of scents is mediated only by the positive mood induced by the scent.
... Studies show that, in the presence of a (pleasant and congruent) fragrance, the product or service is judged as having higher quality (Chebat and Michon 2003;Spangenberg, Crowley, and Henderson 1996). The same positive effect of fragrance is observed on consumers' satisfaction (Mattila and Wirzt 2001;Morrison et al. 2011;Spangenberg, Grohmann, and Sprott 2005), on purchase intentions Herrmann et al. 2013, Spangenberg, Crowley, andHenderson 1996), on the amount of money spent, the number of products purchased (Morrin and Chébat 2005;Morrison et al. 2011;Herrmann et al. 2013;Leenders, Smidts, and Haji 2019), and the time spent in the shop Morrison et al. 2011;Spangenberg, Crowley, and Henderson 1996). ...
... But on the other hand, some others argue that underlying mechanisms of ambient scents are purely cognitive, scents triggering emotions that influence consumers' attitudes and behaviors (e.g. Leenders, Smidts, and Haji 2019). By showing that the effect of ambient scents on perceived product and service quality is mediated by consumer comfort with frontline employees, this research enriches the emotional explanation. ...
... As this research conducted experiments in real-life settings, data collection was subject to severe constraints. Real-life setting data collections is a strong asset of this study (Leenders, Smidts, and Haji 2019;Roschk et al. 2020), especially because studies on ambient scents have often been conducted in controlled environments (McCaffrey, Thomas, and Orth Kinzelman 2009;Moore 2014), which tends to overestimate the effects of scents (Roschk et al. 2020). Yet, the limited collection time and operational constraints prevented the study of other individual variables between different consumers (age, income level, relationship to interpersonal touch) (Orth, Bouzdine-Chameeva, and Brand 2013;Webb and Peck 2015). ...
Article
Full-text available
Many sales and service interactions with frontline employees take place in scented places. This research focuses on the effect of ambient scents on consumer comfort with frontline employees and subsequently on the perceived quality of product and service offers. Two experimental studies carried out in actual setting in Paris, in taxis (242 respondents interacting with drivers) and in a small shop (120 respondents interacting with advisors), show that consumer comfort with frontline employees and perceived quality are higher (lower) in the presence of an ambient scent when the frontline employees maintain strong (low) physical proximity with consumers. This study shows the impact of ambient scents in consumers-employee’s relationships and questions their relevance when social interactions are constrained by distancing rules.
... In many store experiments, both the control and cue exposure periods can be remarkably short; even one or two days (e.g. Leenders, Smidts, & El Haji, 2019;Biswas & Szocs, 2019). This approach is more susceptible to uncontrollable sources of idiosyncratic variations such as unexpected stock-outs or daily weather conditions. ...
... Under the high intensity trial (N = 27), the share of shoppers noticing the scent was greater (N = 7; 26 %). Leenders et al. (2019) results from a field experimentshowing that a higher intensity scents drive positive store evaluations, prolonged visits and greater salesguided us to use the stronger intensity of the scent as in our experiment. ...
Article
At the times of obesity epidemic, innovative ways to nudge food shoppers toward healthier choices are needed. Key ideas from the conceptual metaphor processing, food symbolism and contextual priming literatures are synthetized to argue for the idea that visual, olfactory and gustatory cues can activate shoppers’ well-being goal and guide their in-store movements and healthy food purchasing behaviors. Two field experiments, separated by an 8-month interval, are conducted in the same grocery store. The results show that priming the well-being goal in real store can push consumers to move toward spots where healthier options are available – materializing also into greater sales of yogurts, vegetables and heart healthy-labeled products. Counterintuitively, the well-being goal activation possibly first facilitate approaching indulgent foods. Yet, the actual sales of palatable foods such as ice cream and minced beef meat may in fact diminish. This research spurs numerable academic and practical implications.
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perceptions and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
Chapter
People largely perceive their environment visually and visual impressions are often available before those of the other senses. Therefore, how retail environments are visually designed is an important driver of retailers’ success by guiding consumer behavior and contributing to a generally pleasant atmosphere. Eye-catching designs can draw attention and unique design concepts can communicate a brand’s image. Popular examples are the Hans im Glück restaurant chain and the Apple Stores with their brand-specific visual concepts. Many retailers also make use of social media-ready visual design elements and, for example, house selfie walls or even design “instagrammable” structures such as Bikini Mall Berlin, which installed a wall of plants and flowers with a swing in front that not only allowed visitors to take pretty pictures but also staged brands. In this chapter, we explore how visual design elements such as lighting, color, and product arrangements affect consumer behavior. We provide guidance on how to integrate visual design elements in stores and also discuss the role of in-store technologies in shaping customer experiences.
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perceptions and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
Chapter
If brick-and-mortar retail were a company stock, most analysts would probably recommend that investors should sell it. Currently, improved online shop systems, faster logistics, and a generation of consumers who spend a significant amount of their time online are all driving the increasing share of online purchases. This also holds for products that managers long assumed would be exclusively sold in stationary retail stores. The consequences are obvious in many cities: Empty city centers and vanishing retail stores increasingly characterize the urban landscape. Despite decades of dead sayings, physical stores are not dead. On the contrary, for example, roughly 90% of retail revenues in Germany are generated in physical stores and major US retailers such as Target and Walmart have announced multi-billion-dollar investments in their physical stores in an effort to improve customer experience and target new markets. One reason that stationary retail is alive and well is that physical stores have an unbeatable advantage over online retail. They can create multisensory experiences by providing consumers with sensory stimulation across their various senses. We provide insights into the latest research findings on sensory marketing relating to vision, sound, and scent as well as their interaction—with some surprising results.
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perceptions and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
Chapter
After more than 40 years of research on the use of music in retail environments, there is no doubt that music influences consumer behavior at the point of sale. A meta-analytic review of 25 studies covering a range of different types of music has shown that music has a positive influence on consumers’ shopping experience and buying behavior. Indeed, marketing practice has long recognized this effect and taken advantage of it. Not surprisingly, music has become one of the most frequently used stimuli in the atmospheric design of retail environments. This is not only due to music’s potential to elicit favorable consumer responses but also because it is relatively easy and inexpensive to implement in retail environments. In this chapter, we discuss how different properties of music such as tempo and volume affect consumer behavior and provide an overview of guiding questions for the use of music in retail environments.
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perceptions and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perceptions and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
Chapter
The previous chapters described the relevance and impact of individual sensory stimuli on consumer behavior. In retail, however, the reality is considerably more complex. Consumers inevitably perceive retail environments and products in a multisensory way (i.e., simultaneously with all their senses). Thus, the presence of one sensory stimulus (e.g., scent) can influence how consumers react to another stimulus (e.g., music). Specifically, stimuli that appeal to different sensory modalities reinforce or complement one another, thereby influencing the perception and evaluation of the retail environment, the retailer, individual products, or even brands. Combining a scent with specific background music can, for example, lead to an enhanced shopping experience compared to using scent or music in isolation. In general, a multisensory approach has stronger effects on consumers than simply adding other stimuli appealing to the same sensory modality. The chapter highlights the concept of multisensory congruence, where stimuli that fit well together enhance evaluations of the retail environment, products, and brands. Additionally, we discuss the concept of crossmodal correspondences, illustrating how perceptions in one sensory modality can influence perceptions in another sensory modality.
... One could assume that unpleasant scents would have an adverse effect on consumer responses but in fact scent pleasantness does not affect expenditures (Roschk & Hosseinpour, 2020) and even unpleasant scents can increase product appeal (Ruzeviciute et al., 2020). It is generally accepted that scent congruency with the target product, store, or target group is essential for the effectiveness of a scent (Roschk & Hosseinpour, 2020) as in case of food scents that increase sales (Sandell, 2019) and store evaluations in grocery stores (Leenders et al., 2019). As the data in the present study was collected in the UK, representing a Western country where the level of hygiene in grocery stores is high, we can expect that smellscapes consist of product scents and well-thought-out ambient scents that are congruent with the products and/or with the stores. ...
Article
Full-text available
Sensory encounters are an essential component of the customer experience. However, most of the research conducted thus far has used self‐reported measuring techniques to address sensory experiences, which have limitations in holistically capturing the sensory encounters. Text analysis coupled with online reviews provides valuable customer experience information and at the same time, the data contains many suggestions regarding consumers’ sensory experiences. Consequently, online review data can be used to gain insights into how consumers’ sensory experiences—visual, olfactory, auditory, gustatory, and tactile—are represented in the dynamics of online reviews. Using a data set of 13,575 online reviews from Trustpilot and expanding upon the vocabulary of senses, we investigate how customers’ sensory experiences during grocery shopping relate to online review ratings. We discover that the interaction is more complex than one might think because the review star rating rises in the presence of visual and gustatory cues, while the effects of auditory, olfactory, and tactile cues are not demonstrated. We recommend marketers to monitor eWOM related to their own brand, as it can provide indications of what kind of sensory experiences customers have encountered.
... In addition to expanding knowledge on selective attention, this study enriches the literature related to the effect of scent on human response, and provides additional support for the neural connection between scent and attention. The effect of scent on cognitive, affective, and behavioral responses has been articulated in studies across different domains, such as food choice (Biswas & Szocs, 2019), branding (Errajaa et al., 2021), crowding (Michon et al., 2005), shopping behavior (Leenders et al., 2019), experience management (Fong et al., 2023), and others. However, its effect on attention, which drives information processing, remains largely unexplored. ...
Article
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Many casinos diffuse a pleasant ambient scent into their facilities as a customer experience management practice, but the ethics of this scenting process is questionable. Although the effect of a pleasant scent on cognitive, emotional, and behavioral responses has been well-documented, its effect on attention during gambling has yet to be explored. Grounded in the tenets of the top-down control of attention and cross-modal correspondence between vision and olfaction, we conduct two eye-tracking experiments that involve different electronic casino games including video slots and live Cussec. The findings consistently show that pleasant ambient scent prolongs attention and induces more frequent attention to the win/loss areas on the video screen. The findings add to the implications related to responsible gambling by inspiring the stakeholders to consider the use of ambient scent in the gambling environment. Theoretically, the findings offer insights into scent as the catalyst that directs attention to goal-related information, while scent and goal do not need to be congruent in traits.
... After exposure to the multisensory biophilic environment, participants reported improved mood, positive emotional states (elated, confident, good-natured, relaxed, energetic), and reduced BP levels. Although SRT highlights the restorative effects of viewing nature, further analysis indicated that olfactory pleasantness significantly contributes to enhancing emotional states, corroborating previous findings [150,151]. Given the strong connection between the sense of smell and the limbic system that mainly controls emotions, memories, and behaviors [24], we suggest that introducing nature smells into an environment can lead to positive changes in emotional states, which might have a multitude of beneficial effects on physiological stress levels and behavioral responses. ...
... Barahona et al. (2019) discussed in their study how fragrance impacts consumer purchase intentions with a special focus on price. Leenders et al. (2019) study brought in significant insights where consumers tend to underestimate the time spent in the retail store and end up having both unplanned and actual purchases when exposed to high-intense aromatic conditions than what gets demonstrated under no or less intensified aroma conditions (Chatterjee and Bryła, 2022). ...
Article
Full-text available
Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. Past studies have revealed that customers today look for more than the product and give a lot of importance to the atmosphere where the product or service is being consumed. The study surveyed 190 shoppers across a shopping mall in Kolkata, India. The study further uses the SPSS software program to test the regressions between different variables and build a new understanding of the impact of fragrance cues on consumer purchase decisions under the influence of control variables. This is the first study to demonstrate the effects of fragrance cues on retail shopping stores in Kolkata, India. The study would help managers to fathom the essence behind the importance of olfactory marketing in the retail marketing area.
... Therefore, when educated women find meal preparation time is relatively low, it improves their attitude to purchase RTCFs. Thus, the busy lifestyles, dual working conditions, stressful job schedules, and multiple responsibilities forced women to find less food preparation time and increase more intention to buy and eat RTCFs (Brasington et al. 2021;Chowdhury and Roy 2015;Imtiyaz et al. 2023;Leenders et al. 2019). On the other hand, the findings revealed a non-significant outcome in the association between perceived convenience and purchase intention. ...
Article
Full-text available
People are busy with their daily lives. This busy lifestyle changes their consuming attitudes and food habits. The current shift in consumer perspectives regarding their eating patterns has the potential to increase the popularity of ready-to-cook food (RTCF). Hence, it is essential to investigate consumers' buying intentions concerning RTCF. The primary aim of this investigation is to analyze the determinants that impact the willingness of consumers to buy RTCF. It expands the theory of planned behavior by adding six additional constructs. The survey included a convenience-selected sample of 314 educated female consumers. Contrary to previous studies that predominantly utilized structural equation modeling (SEM) methods, the present study employed a hybrid strategy combining SEM with artificial neural network (ANN) analysis to examine the empirical data. The study's results indicate that consumer attitude, perceived quality, price, safety, hygienic packaging, and preparation time significantly impact female consumers’ purchasing decisions regarding RTCF but not perceived convenience. The sensitivity analysis outcomes discovered that preparation time has the most considerable effect on the purchase intention of RTCF with 91.44% normalized importance, followed by perceived quality (84.91%), perceived price (77.19%), hygienic packaging (67.91%), consumer attitude (66.91%) and perceived safety (53.58%). Again, brand image significantly strengthens the positive relationship between consumer attitude and purchase intention. This research integrates the distinctive significance of stimulating variables that influence the purchase of RTCF and holds relevance for theoretical and managerial domains.
... Numerous studies have reported on the merits of leveraging scent in marketing. Scent has been found to increase consumer preference (Berčík et al., 2021;Herz et al., 2022), affect evaluation (Erraja et al., 2020;Madzharov, 2015), improve experience (Flavian et al., 2021;Leenders et al., 2019), influence choice (Lichters et al., 2022;Madzharov, 2015) and stimulate purchase (Phillips et al., 2019). Studies typically focus on how the sensory experience of the scent itself activates behaviors. ...
... Hari, 2015; Latina et al., 2022;Leenders et al., 2019). On the other hand, the laboratory 56 research that has been published to date suggests that the effectiveness of orthonasal olfactory 57 cues in modifying people's food-related behaviours may depend on the particular context in 58 which they happen to be experienced (e.g., Ferriday & Brunstrom, 2011;Pangborn & Berggren, 59 those related to dietary restraint (e.g., Fedoroff et al., 2003;Rogers & Hill, 1989), BMI (e.g., 133 Cecchetto et al., 2022), genetic differences in people's sensitivity to specific odours (Menashe 134 et al., 2003), and cultural differences (Chrea et al., 2004), are also examined. ...
Article
Full-text available
It is often suggested in the popular press that food chains deliberately introduce enticing product aromas into (and in the immediate vicinity of) their premises in order to attract customers. However, despite the widespread use of odours in the field of sensory marketing, laboratory research suggests that their effectiveness in modulating people's food behaviours depends on a range of contextual factors. Given the evidence that has been published to date, only under a subset of conditions is there likely a measurable effect of the presence of ambient odours on people's food attitudes and choices. This narrative historical review summarizes the various ways in which food odours appear to bias people's food preferences (appetite) and food choices (food consumption and purchase). Emphasis is placed on those experimental studies that have been designed to investigate how the characteristics of the olfactory stimuli (e.g., the congruency between the olfactory cues and the foods, intensity and duration of exposure to odours, and taste properties of odours) modulate the effects of olfactory cues on food behaviour. The review also explores the moderating roles of individual differences, such as dietary restraint, Body Mass Index (BMI), genetic and cultural differences in odour sensitivity and perception. Ultimately, following a review of empirical studies on food-related olfaction, current approaches in scent marketing are discussed and a research agenda is proposed to help encourage further studies on the effective application of scents in promoting healthy foods.
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perception and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perception and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
Chapter
After more than 40 years of research on the use of music in retail environments, researchers agree that music has positive effects at the POS. A meta-analytic review of 25 studies covering a range of different types of music has shown that music has a positive influence on consumers’ shopping experience and buying behavior. Indeed, marketing practice has long recognized this effect and taken advantage of it. Not surprisingly, music has become one of the most frequently used stimuli in the atmospheric design of retail environments. This is not only due to music’s potential to elicit favorable consumer responses, but also because it is relatively easy and inexpensive to implement in retail environments.
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perception and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
Chapter
The previous chapters described the relevance and impact of individual sensory stimuli on consumer behavior. In retail, however, the reality is considerably more complex. Consumers inevitably perceive retail environments and products in a multisensory way (i.e., simultaneously with all their senses). Thus, the presence of one sensory stimulus (e.g., scent) can influence how consumers react to another stimulus (e.g., music). Specifically, stimuli that appeal to different sensory modalities reinforce or complement one another, thereby influencing the perception and evaluation of the retail environment, the retailer, individual products, or even brands. Combining a scent with specific background music can, for example, lead to an enhanced shopping experience compared to using scent or music in isolation. In general, a multisensory approach has stronger effects on consumers than simply adding other stimuli appealing to the same sensory modality.
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perception and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
Chapter
If brick-and-mortar retail were a company stock, most analysts would probably recommend that investors should sell it. Currently, improved online shop systems, faster logistics, and a generation of consumers who spend a significant amount of their time online are all driving the increasing share of online purchases. This also holds for products that managers long assumed would be exclusively sold in stationary retail stores. The consequences are obvious in many cities: Empty city centers and vanishing retail stores increasingly characterize the urban landscape. Lockdowns due to Covid-19 fueled this development. Consumers who were initially skeptical about online retail were ultimately almost forced to “just give it a try.” And—lo and behold—they soon discovered that even buying products such as clothing and shoes online is not too difficult. While researchers and practitioners are still debating whether these pandemic-related effects on consumer behavior are permanent, next generation technologies like augmented reality (AR), the metaverse, and other technological innovations are fueling online retailing even further.
... Researchers have, for example, identified activating and relaxing scents, as well as masculine and feminine ones. Leenders et al. (2019) have demonstrated that the use of a rather activating melon scent has a positive influence on supermarket customers' perception and behavior. Customers exposed to this scent report an improvement in their mood and exhibit more positive attitudes toward the retail environment and its products. ...
Chapter
You have probably often entered a room and immediately noticed a typical scent. The targeted use of scents has long since ceased to be an exception. Companies like Abercrombie & Fitch, Motel One, and Singapore Airlines routinely use ambient scents in their sales and service environments. In doing so, the companies pursue two primary goals. On the one hand, the use of ambient scents is intended to create a pleasant atmosphere. On the other hand, their use aims at communicating a distinctive and likeable brand identity.
... In this respect, a natural experiment represents a particularly valuable tool as it can verify if consumers' attitudes are reflected in their actions in a real context (Morone et al., 2018). A number of experimental studies have been performed focusing on how different factors such as signage (Clement et al., 2015), decoration style (Li et al., 2015), merchandise quality (Chaney et al., 2015), store layout (Alawadhi and Yoon, 2016), visibility (Lu and Seo, 2015), aesthetic design (Murray et al., 2017;Baek et al., 2018), temperature (Huang et al., 2014), ambient scent (Leenders et al., 2019), and shopping tools (Morone et al., 2018) affect consumer choices. However, there are still few field experiments specifically investigating the effects of sustainability-related information. ...
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“I shop therefore I am” (R. Campbell), or putting it differently, we are what we buy, and the way we make our purchases influences the future choices of economic decision-makers. Therefore, our decisions are crucial in defining the future sustainability of the whole system. Despite the plethora of initiatives introduced to enhance consumers' consciousness, the gap between ideal and real consumption attitude still exists and is a non-negligible problem, since subjects' sustainability intention is not always followed by sustainable consumption. Therefore, by employing a natural field experiment, the present work explores consumers' real behavior toward sustainable switching. Specifically, this study examines how the impact of targeted communication leads to a market basket sustainable shift. Indeed, we observe how the consumer's basket composition varies from control (where no targeted communication is included) to treatment (where specific and detailed communication is introduced through ad-hoc on-site banner signals). Results show the positive impact of the communication; after the introduction of the communication, the share of sustainable products is higher compared with the non-sustainable set of products. As a further extension, we consider the role played by product aesthetics: even if the effect is marked for sustainable products preserving the characteristics of the conventional substitute, such effect vanishes when a subset of radically different products is considered.
... Further, mean participants' score demonstrated that busy lifestyle, dual working condition, hectic work schedule, and multiple responsibilities were the key factors within time scarcity construct, that influence consumers' intention to purchase and consume convenience food. The results obtained in this study are in agreement with the findings of the studies carried out elsewhere (Beshara et al., 2010;Brasington et al., 2021;Celnik et al., 2012;Contini et al., 2018;Devine et al., 2009;Djupegot et al., 2017;Jabs & Devine, 2006;Leenders et al., 2019). Isser and Eizenman (2013) revealed that time scarcity and fatigue of parents were important barriers in planning, preparation and waste management for cooking food from scratch/basic ingredients, which in turn drive parents toward convenience food choice. ...
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This study examines the role of time scarcity, cooking skills, meal preparation confidence, physical and mental effort for cooking, availability of cooking resources, familiarity and motivation on consumers’ intention to purchase and consume convenience food. The data of 501 consumers, selected through non-probability purposive sampling technique, was collected using a structured questionnaire. SPSS and AMOS software were employed for data analysis. The results of descriptive statistics and confirmatory factor analysis indicated good internal consistency and reliability of questionnaire, as well as adequate convergent and discriminant validity of measurement model. The outcome of the structural equation modeling showed that time scarcity, lack of cooking skills, lack of meal preparation confidence, lack of interest for physical and mental efforts in cooking, familiarity to convenience food, and lack of motivation in cooking has positive relationship/association with consumers’ intention to purchase and consume convenience food. Availability of cooking resources had no significant effect on convenience food consumption. Busy lifestyle, hectic work schedule, and multiple responsibilities within time scarcity construct were prominent factors which significantly influence consumers’ intention to purchase and consume convenience food.
... Beispielsweise können aktivierende und entspannende sowie maskuline und feminine Düfte unterschieden werden. So zeigen Leenders et al. (2019), dass der Einsatz eines eher aktivierenden Melonendufts einen positiven Einfluss auf die Wahrnehmung und das Verhalten von Supermarktkunden hat. Kunden, 4 Riechen 39 die diesem Duft ausgesetzt waren, gaben an, besser gelaunt zu sein und zeigten positivere Einstellungen gegenüber der Verkaufsumgebung und den Produkten. ...
... Baron and Bronfen [76] showed that customers who experience high time pressure are more likely to have negative emotions than consumers who do not have time pressure to consume. This negative sentiment leads to an increase in consumers' negative evaluations of the product [77]. The scarcity of preferential products will cause consumers to have a sense of urgency, thereby prompting consumers to make impulsive consumption decisions [78]. ...
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This paper explores the relationship between consumers’ public self-consciousness, purchase behavior, post-purchase regret, and time-limited promotions in e-commerce. Time-limited flash sales have become a common promotion strategy in e-commerce, particularly in China, the largest e-commerce market. Firstly, the effect of public self-consciousness on consumers’ impulsive purchase tendency and post-purchase regret is examined. Secondly, this paper extends the scope of previous studies and investigates how time pressure affects the relationships between self-consciousness, impulsive buying tendency, and post-purchase regret. Data were gathered via an anonymous online survey of 580 online shoppers and subjected to empirical analysis including validity testing and ANOVA. The results provide both practical and theoretical contributions to existing models and offer empirical evidence showing the positive relationships between public self-consciousness and impulse buying, between public self-consciousness and post-purchase regret, and between impulse buying and post-purchase regret.
... Extant literature suggests that the perception of smell has significant influences on consumer behaviour. Like, pleasant ambient scent positively influences consumers' brand evaluation and brand recall (Morrin and Ratneshwar, 2000); pleasant smell has a significant positive impact on the shopper's store evaluation (Leenders et al., 2019). Hence, the perception of smell can alter the consumers' evaluation of consumption space (Canniford et al., 2018). ...
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Purpose The purpose of the study is to propose a framework for understanding the dynamism of the human self-system from evolutionary and socio-psychological perspective. The study aims to help scholars interested to use an evolutionary lens for examining consumer behaviour. Design/methodology/approach Relying on the principle of self-cybernetics, the study proposed a general framework explaining the operating mechanism of human self-system. The proposed framework incorporates the socio-psychological and the evolutionary perspective of the human self-concept. Findings The framework may help consumer scholars to integrate socio-psychological and evolutionary theories to produce novel and testable hypotheses. Originality/value To the best of the authors’ knowledge, this is the first attempt to propose a framework based on the principle of cybernetics to facilitate the use of an evolutionary lens in consumer research.
... Oleh karena itu, tidak mengherankan, Christoph dan Teller (2012) berpendapat, karena penemuan mereka menunjukkan bahwa; sebenarnya, ini menunjukkan kontras antara aroma atau tanpa wewangian, namun ketika desain yang paling ketat digunakan dalam analisis, implikasinya adalah bahwa kontras ini tidak cukup untuk menunjukkan hasil wewangian yang positif. Oleh karena itu, percobaan lain oleh Leenders et al. (2019) menjadi kesimpulan korelasi untuk pro dan kontra pada penelitian sebelumnya (Gambar 4). Dalam kesimpulan mereka, hasil menunjukkan bahwa aroma akan memiliki dampak positif utama pada penilaian toko konsumen, waktu yang dihabiskan untuk datang, dan transaksi tingkat toko bahkan jika itu hanya dalam kondisi ambang batas atau aroma intensitas tinggi. ...
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Selama bertahun-tahun, industri ritel bahan makanan telah tumbuh pada tingkat yang fenomenal. Akibatnya, industri ritel didorong untuk meningkatkan pendekatan pemasaran ke Neuromarketing untuk memperkuat keterlibatan pelanggan dan meningkatkan penjualan. Saat ini, pengetahuan menyeluruh tentang cara kerja otak sangat penting, serta bagaimana fungsi otak yang canggih menghasilkan perilaku manusia yang sangat terspesialisasi. Disertasi akan menguji seberapa efektif Neuromarketing dalam mempengaruhi keputusan pembelian konsumen di toko ritel grosir dan seberapa penting dampaknya terhadap penjualan. Dengan demikian, tujuan dari disertasi ini adalah untuk menemukan alat Neuromarketing yang dapat digunakan untuk mempengaruhi keputusan pembelian pelanggan dan meningkatkan penjualan. Akhirnya, disertasi menyimpulkan bahwa neuromarketing yang menggabungkan merchandising sensorik (pencahayaan, warna, musik, aroma, & suhu) akan cenderung memiliki pengaruh yang menguntungkan pada keputusan pembelian konsumen dan meningkatkan penjualan, jika pengecer dapat mempertimbangkan faktor budaya, iklim kondisi area tertentu, preferensi pelanggan, budaya etis, serta efisiensi alokasi produk dan tata letak toko dan yang paling penting, faktor dan pertimbangan tersebut dapat diterapkan dengan tepat oleh pengecer.
... As a result, consumers have been increasingly affected by ambient scents, which are defined as general fragrances that do not come from the product, but are present as part of the retail environment (Bradford & Desrochers, 2009). In the marketing literature, the scent has so far received much less attention compared to other environmental factors of the store environment -such as colour, temperature, lighting, music etc. (Leenders, Smidts, & Haji, 2019). At the same time, even a relatively small change in the environment, resulting from the addition of proper fragrances, can in some cases have a noticeable positive effect on customers. ...
... The intensity of a stimulus appears to be an important determinant of its saliency and effectiveness (Higgins, 1996). More specifically, several studies show that moderately intense stimuli are most effective (e.g., Doucé & Janssens, 2013;Leenders et al., 2019). Customers are generally not able to perceive low intensity stimuli and high intensity stimuli are often associated with negative reactions, that may provoke avoidance behaviours. ...
... Nudge methods have proven to be effective in domains like, marketing (Goldstein et al., 2008), (Arno & Thomas, 2016) public health and Social media (Pennycook et al., 2020). Nudging has previously been employed in the urban environment to promote healthy behaviors such as, putting banners or posters with varied slogans near stairwells or escalators to encourage stair use (Hongu et al., 2019), diffusion of ambient odors (Leenders et al., 2019), offering financial rewards (Hoenink et al., 2020). ...
Thesis
My thesis examines how colorful designs projected within an urban environment can enhance pedestrian experience. To examine this question, we co-designed colorful floor markings and evaluated their impact on walking experience by using methods of affective sciences, experimental psychology and design. A series of laboratory-based studies were first conducted to determine scientifically-based design principles. In Study1, gaze behaviour and facial thermal responses to colour patches were measured with the aim to identify which colors capture attention and trigger positive affective states. Study2 was an online experiment to test the effects of different design scenarios of colorful sidewalks. The goal here was to identify the colors that would be perceived positively, when projected in the urban space. Study 3 was a virtual reality experiment in which gaze behaviour and affective states of pedestrians were measured in environments that used the colors and designs from studies 1 and 2. A total of six design scenarios were created to confirm the restorative effects of nature and of color designs during spontaneous walking. These studies offered a set of scientifically-based design principles that were then projected in the field case study of Playful’ City. Three ecological studies were run to test these principles. Study 4 examined the effects of colorful crossroads on the affective and cognitive states of students discovering the University campus of Lille. Study 5 tested the impact of color lines and colorful painted patters on spontaneous walking and perceived pleasantness of walking though the campus. Finally, study 6 compared the impact of color designs placed in an urban and in a nature environment. In these three studies, a combination of self-declared evaluations and objective measurements was used to assess walkers’ responses to the environment pre-post design interventions. Valance, heart rate, electro-dermal activity and cognitive load were measured collectively. Overall, my work offers new avenues towards the conception and the evaluation of urban design.
... Overall, the customers were of the opinion that a holistic perspective where sensory cues provided an appropriate level of fit to the store's image should be applied. Leenders et al. (2016) conducted a study in a real-world supermarket setting where they studied the effect of a congruent and ambient smell. In particular, the study aimed to find how scent intensity levels effected mood, behaviour and evaluations. ...
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In an experiential economy, the focus of retailers is not just to provide quality products but also to provide a pleasant shopping experience. Therefore, retailers use several strategies to engage the customers. Important among these are the multisensory cues in the retail environment which appeal to the customers. Thus, the present study was conducted to develop a scale for retailers and study the multisensory cues implemented by retailers to attract the customers. The study was conducted at organized retail outlets in National Capital Region, India. The data was collected using survey questionnaire from salesperson and sales executives. The study helped to create a scale for assessing the impact of multisensory cues in retail from retailer's perspective. Further, the study results showed that among the four senses (sight, sound, smell and touch) that were studied, sight and touch were the most prominent.
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Faktori ambijenta u maloprodajnom objektu mogu imati značajan uticaj na ponašanje kupaca u maloprodaji. Stimulusi iz maloprodajnog okruženja mogu uticati na emocije kupaca što dalje dovodi do određenog obrasca ponašanja kupaca, koje se može manifestovati kao želja da se provede više vremena u maloprodajnom objektu, te da se izvrši evaluacija većeg broja proizvoda. Za maloprodavca je, u tom smislu, bitno da učini sve napore kako bi, uz kreiranje što kvalitetnijeg ambijenta, naveo kupca da ostvari što veću kupovinu. Predmet ovog rada predstavlja pregled relevantnih objavljenih radova koji prikazuju kako osvjetljenje, muzika i mirisi, kao faktori ambijenta maloprodajnog okruženja utiču na ponašanje kupaca. Cilj rada je da se naglasi značaj adekvatnog upravljanja faktorima ambijenta sa svrhom poboljšanja poslovnih rezultata maloprodavaca. Pregled literature u ovom radu može biti od koristi maloprodavcima koji u svoje strateške ciljeve implementiraju i upravljanje faktorima ambijenta maloprodajnog objekta.
Chapter
You have probably often entered a room and immediately noticed a typical scent. The targeted use of scents has long since ceased to be an exception. Companies like Abercrombie & Fitch, Motel One, and Singapore Airlines have long routinely used ambient scents in their sales and service environments. In doing so, the companies pursue two primary goals. On the one hand, the use of ambient scents is intended to create a pleasant atmosphere. On the other hand, their use aims at communicating a distinctive and likable brand identity. For example, the signature scent of Hugo Boss comprises a mix of basil, oak moss, and bergamot to convey superiority and prestige. This chapter addresses how companies can employ ambient scents to produce desirable effects. It also highlights that the “ideal scent” depends on a variety of consumer characteristics and situational parameters. As such, this chapter illustrates that consumers perceive scents differently based on their origin, gender, and purchasing situation, which complicates the use of scents in stationary retail environments.
Chapter
This chapter presents scientific studies and meta-analyses on the influence of olfactory stimuli on satisfaction, purchasing behavior, and the choice of premium products, and discusses the situational fit of scents as a success factor in scent marketing.
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Purpose This study examines the effects of scent arousal on consumers' time perception in retail service environments and further explores how the effect is moderated by consumer-perceived stress. Design/methodology/approach A laboratory experiment (Study 1) and a field experiment (Study 2) were conducted to examine the relationship between scent arousal and time perception and the mediating effect between scent arousal and consumers' store evaluations. Another laboratory experiment (Study 3) was conducted to explore how consumers' stress modifies the scent arousal effect. Findings Consumers in a low-arousal scent condition perceived a shorter duration of time than those in a high-arousal scent condition. This finding was verified in a field experiment, whereas scent arousal affects consumers' store evaluations through the mediating effects of time perception. However, the impact of scent arousal on time perception was attenuated in high-stress conditions. Originality/value Time duration perception is an important indicator in the retail service marketing process. Evidence shows that underestimating time duration in the shopping process represents positive responses. This study extends prior research by examining how scent arousal influences time perception and how consumers' stress moderates scent arousal’s effect.
Chapter
Habit is an important factor involved in the development of automatic eating decisions.Eating habits result from repeated and consolidated experiences and are difficult to change. The transtheoretical model is a useful tool for understanding behavioral changes that go through different stages, including pre-contemplation, contemplation, preparation, action, and maintenance. Moving through these stages requires effort and is supported by the perception of self-efficacy. When change begins, it can be facilitated by improving knowledge and developing a positive attitude toward the new behavior. To then transform a positive attitude into a habitual behavior, it is useful to use self-regulatory strategies, such as implementation intention. Weighing the pros and cons of changing eating behavior is a key factor in the decision to adopt a new behavior. Receiving rewards, setting actionable goals, and self-monitoring are three other useful strategies to facilitate the change process. Finally, nudging is a behavior change strategy that aims to influence people’s choices by making certain options more attractive or easier to choose than others.KeywordsPast behaviorHabitTranstheoretical modelDecision balanceSelf-efficacyImplementation intentionGoal settingSelf-monitoringNudging
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Choice deferral is a common and lousy phenomenon for companies and consumers. This research examines how visual boundaries (by-alternatives vs. attributes) interact with consumer knowledge to influence choice deferral. Five studies (N = 1,245) and two single-paper meta-analyses demonstrate that by-alternative (vs. attribute) visual boundaries reduce choice deferral and that choice difficulty mediates this effect. The research also shows that these effects are stronger for less knowledgeable consumers. However, the interactive effect of visual boundaries and consumer knowledge on choice deferral depends on task and context characteristics. We discuss future research about choice deferral moderators and how to facilitate consumer choice.
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Aim/purpose – Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. This paper aims to review the studies involved in consumer purchase intentions influenced by fragrance and develop a framework for modeling consumer responses. Design/methodology/approach – PRISMA technique was used as a methodological approach. First, the researchers made criteria for inclusion and exclusion of studies along with the application of a set of keyword research strings to identify the relevant research articles. Second, prominent scientific search databases like EBSCO Host, Scopus, and ScienceDirect were used to mainly search the relevant literature. Findings – This article advances knowledge on the topic of fragrance marketing and proposes an integrative framework of consumer purchase responses considering the mutual relationship shared between fragrance, the influence of control variables, and response outcomes focusing on cognitive responses, intentions and behavior. The results of the conducted review also suggest that retail consumers tend to develop a positive attitude and behavior towards the place where the product and service are being sold. Research implications/limitations – The paper would be particularly helpful for man-agers in designing the right strategy for creating loyalty for their retail outlets and there-by creating a niche for themselves. Originality/value/contribution – The study assists marketers in understanding the im-pact of olfactory marketing in increasing short-term and long-term retail sales and de-termines future research directions to enrich the existence of these theories to fathom the essence behind consumers’ interpretations of olfaction in retail outlets. Keywords: olfactory marketing, consumer behavior, retail store, marketing innovation, fragrance, review. JEL Classification: M00, M31.
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Purpose The purpose of this study is to understand whether increasing the number of sensory modalities being stimulated impacts consumers’ in-store emotional responses (i.e. in-store enjoyment and arousal), store image perception and brand attitude. Design/methodology/approach The study used a between-subjects experimental design to examine 551 individuals’ perceptions and emotional responses in four sensory modalities stimulation conditions (i.e. visual, visual-smell, visual-taste and visual-smell-taste). The study used virtual reality visualisation technology and psychophysiological measurements (i.e. skin conductance and facial expression) to improve the ecological validity of the study design. Findings The current study supports the importance of multisensory in-store atmospheric design. When increasing the number of sensory modalities being stimulated, more positive emotional responses and perceptions were recorded. Additionally, increasing the number of sensory modalities also increased perceived intensity, and perceived intensity mediate the relationship between the stimulation of multisensory modalities and perception. Research limitations/implications The study is without its limitations. For instance, the scope of the study was limited by the exclusion of auditory and haptic stimulation, the lack of manipulation of sensory intensity and the absence of sensory congruency examination. Practical implications This study contributes to retail and marketing practices by providing evidence to assist the retail design of in-store sensory cues and customer experiences. Originality/value This research uses both self-reported measures and biometric measures to test the sole effect of sensory modalities being stimulated on consumer evaluation. To the best of the authors’ knowledge, this study is the first to examine store atmospheric designs with psychophysiological methodologies and an immersive, two-story-high, 180-degree-visual-field and dome-shaped display.
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Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process under its influence. Past studies have revealed that customer today look for more than the product itself during their purchasing process and thus gives a lot of importance to the atmosphere where the product or service is being consumed. Hence it became invariably important for the marketer to create an ambiance for the consumers where they could feel at ease at the same time relaxes and has a soothing shopping experience. Through this systematic literature review, the researcher extensively studies 34 articles more pertinent to olfactory marketing, which were published across various scientific journals. This review would aim to discuss the upcoming themes, the methodologies used, the analytical approaches and the variables identified along with the theoretical foundations.
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Many factors affect the store patronage decision, e.g. location, service levels, pricing policies, merchandise assortment, store environment and store image, but very little research has considered stress as a determinant. This is despite the increase in dual income families and longer working hours which are making general shopping a more stressful activity for many families because of time pressure and lack of response by retailers. This exploratory research confirms grocery shopping to be stressful, but time pressure was mentioned as only one factor causing shopping stress; other factors included: crowd density, staff attitude and training, store layout/relocation, impulse purchasing pressure, location, product assortment, music, and lighting. The article concludes by proposing a shopping stress curve for future examination.
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In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating, both conceptually and strategically, the many ways in which moderators and mediators differ. We then go beyond this largely pedagogical function and delineate the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena, including control and stress, attitudes, and personality traits. We also provide a specific compendium of analytic procedures appropriate for making the most effective use of the moderator and mediator distinction, both separately and in terms of a broader causal system that includes both moderators and mediators. (46 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
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This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration Likelihood Model—that variables may affect persuasion by increasing or decreasing scrutiny of message arguments—has been highly useful in accounting for the effects of a seemingly diverse list of variables. The reviewers of the attitude change literature have been disappointed with the many conflicting effects observed, even for ostensibly simple variables. The Elaboration Likelihood Model (ELM) attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. The ELM may prove useful in providing a guiding set of postulates from which to interpret previous work and in suggesting new hypotheses to be explored in future research. Copyright © 1986 Academic Press Inc. Published by Elsevier Inc. All rights reserved.
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The popular press has recently reported that managers of retail and service outlets are diffusing scents into their stores to create more positive environments and develop a competitive advantage. These efforts are occurring despite there being no scholarly research supporting the use of scent in store environments. The authors present a review of theoretically relevant work from environmental psychology and olfaction research and a study examining the effects of ambient scent in a simulated retail environment. In the reported study, the authors find a difference between evaluations of and behaviors in a scented store environment and those in an unscented store environment. Their findings provide guidelines for managers of retail and service outlets concerning the benefits of scenting store environments.
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This study examines the impact of ambient scent on the perception and memory of art, in terms of perceived valence, arousal, and remembering of artworks. Because art perception evokes emotions and embodiment, the experiential marketing literature suggests using sensorial stimuli to enhance the experience of visiting art exhibitions. Although a fragrance in the environment can make visiting enjoyable, we examine more specifically the effects of scent on perception and memory of art, including potential interactions between different scents and artworks. In a between-participant experiment, this study shows some counterintuitive effects of scent on both evaluation and memory of art: a pleasant ambient scent can decrease evaluations of artworks and hinder memory of those artworks. Furthermore, scent and art have an interactive effect on arousal, such that incongruent scents and artworks increase arousal relative to congruent scents and artworks. In conclusion, enhancing experiences through sensorial cues can counterintuitively hinder the evaluation and memory of art. To the extent that art institutions aim to spread knowledge and appreciation of art, managers should be aware that ambient scents can actually interfere with this mission.
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This study tests the Mehrabian-Russell environmental psychology model in retail settings. The results suggest that store atmosphere engendered by the usual myriad of in-store variables, is represented psychologically by consumers in terms of two major emotional states - pleasure and arousal - and that these two emotional states are significant mediators of intended shopping behaviors within the store. The practical value of this approach is that retailers may be better able to explain and predict the effects of in-store changes on shopping behavior.
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Research on how store environment cues influence consumers' store choice decision criteria, such as perceived merchandise value and shopping experience costs, is sparse. Especially absent is research on the simultaneous impact of multiple store environment cues. The authors propose a comprehensive store choice model that includes (1) three types of store environment cues (social, design, and ambient) as exogenous constructs, (2) various store choice criteria (including shopping experience costs that heretofore have not been included in store choice models) as mediating constructs, and (3) store patronage intentions as the endogenous construct. They then empirically examine the extent to which environmental cues influence consumers' assessments of a store on various store choice criteria and how those assessments, in turn, influence patronage intentions. The results of two different studies provide support for the model. The authors conclude by discussing the results to develop an agenda for additional research and explore managerial implications.
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A large-scale field survey (n = 592) was conducted in a suburban shopping mall to assess the impact of pleasant ambient scent on consumer spending as a function of shopper age. A citrus scent was systematically emitted into the shopping mall (or not) over several weeks, and as shoppers were about to exit the mall, they were intercepted to complete a survey. In the survey, respondents reported the amount of expenditures in the mall that day as well as their perceptions of the mall and demographic characteristics, such as age. The results indicate that shoppers spent significantly more in the mall with the presence of the pleasant ambient scent, but this result was true only among younger shoppers. Theoretical and practical implications of the reduced impact of ambient scent on older persons are discussed.
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Purpose – The intangible character of services makes it difficult for customers to evaluate a service offering before consumption. Scent offers a powerful means of making services tangible. Therefore, this paper aims to contribute to the understanding of how scents can be used for services marketing purposes. Design/methodology/approach – The paper presents an overview of studies, mainly from the area of retailing, indicating how scents can be used in services, and this is followed by a number of examples of such applications. Findings – The paper finds that, although there are examples of service providers utilising scents to tangibilise, enhance and differentiate services, this area has been relatively neglected in marketing literature. Practical implications – By adding the component of scent to their offerings, service providers have the opportunity to create a competitive advantage. When using scents in services marketing, managers should consider the aspects of presence, pleasantness, congruity and memory of scents. Originality/value – No other paper with a specific focus on scent as a tangibiliser, enhancer and differentiator of services has been found in marketing literature. This paper provides important insights into the use of scents for services marketing purposes.
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The effect of olfactory stimuli on consumer behaviour has received little attention in marketing and retailing literature compared to other atmospheric cues. Researchers report ambiguous findings and shortcomings of measurement approaches. Based on a critical literature review, a field experiment in a regional shopping mall investigates the effectiveness of ambient scent. Before-and-after surveys of randomly selected shoppers in experimental and control groups were conducted and different experimental designs simulated. Those designs not controlling either extraneous variables or attitudinal differences between the control and experimental group reveal a positive effect on factors operationalising mall perception and consumers' emotions. The design controlling both sources of bias indicates no impact of ambient scent on the dependent variables. None of the behavioural variables were affected in any case. This paper questions prior findings on the effectiveness of ambient scent in a shopping-mall environment and calls for more rigour in investigating the effectiveness of atmospheric stimuli in general.
Chapter
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Services marketing strategy focuses on delivering processes, experiences, and intangibles – rather than physical goods and discrete transactions – to customers. Delivering experiences successfully and building customer relationships are complicated undertakings involving many different strategies and tactics. Successful services marketing strategy also involves integrating a focus on the customer throughout the firm and across all functions. All company functions – marketing, selling, human resources, operations, and R&D – must work together to create effective services marketing strategy. Although companies have often found it difficult to attack service problems in an organized manner, a well-established model called the gaps model provides a framework for focusing on the customer and describes the approaches necessary to close the gap between customer expectations and perceptions. This article discusses services marketing strategy in the context of the gaps model, demonstrating that closing the all-important customer gap is a function of closing four gaps on the service provider side: the listening gap, the service design and standards gap, the performance gap, and the communication gap. Keywords: services marketing strategy; gaps model of service quality; service excellence
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The popular and business press is enamored with the idea that the sense of smell can have strong effects on consumer responses to retail environments. The claims that odors have strong persuasive powers tantalize retailers looking for the competitive edge. Herein, we review the current paradigm of retailing-relevant olfaction research and find that "con-ventional wisdom" does not allow researchers or retailers to reliably predict olfaction effects. We suggest accessibility and availability theories as a way of explaining the current empirical research and as a method by which we can increase the reliability of capturing olfactory effects. We conclude by identifying fruitful areas of research in this interesting stimuli–that which we smell.
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Retail markets are increasingly competitive and retailers continuously look to differentiate their retail offering. One way to differentiate is by providing a pleasant and exciting shopping ambience. This paper experimentally tests the effects of music (volume high or low) and aroma (vanilla scent present/absent) on young fashion shoppers in a real retail setting. Results show that volume of music and the presence of a vanilla aroma both have a significant impact on shoppers' emotions and satisfaction levels. Additional analysis reveals that the arousal induced by music and aroma results in increased pleasure levels, which in turn positively influences shopper behaviors, including time and money spend, approach behavior, and satisfaction with the shopping experience. Direct effects of arousal on behaviors as well as an interaction effect between music and aroma on pleasure and time spent in the store are also present. The paper contributes to the better understanding of shoppers' emotions and shopper behaviors in response to in-store atmospherics and offers retailers practical insights into how to create competitive advantage by customizing the atmosphere in their stores.
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Since the sense of smell cannot be turned off and it prompts immediate, emotional responses, marketers are becoming aware of its usefulness in communicating with consumers. Consequently, over the last few years consumers have been increasingly influenced by ambient scents, which are defined as general odors that do not emanate from a product but are present as part of the retail environment. The goal of this article is to create awareness of the ethical issues in the scent marketing industry. In particular, we illuminate areas of concern regarding the use of scents to persuade, and its potential to make consumers vulnerable to marketing communications. Since this is a new frontier for marketers, we begin with an explanation of what makes the sense of smell different from other senses. We then provide a description of how scents are used in marketing, past research on the power of scents, and the theoretical basis for, and uses of scents to influence consumers. This brings us to the discussion of the ethical considerations regarding the use of this sense. We close with several future research ideas that would provide more evidence of how the sense of smell can, and should be used by marketers. Keywordsambient scent-attitudes-behaviors-influence-marketing
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Advisor: Martin Sharp. Paper (M. Ed.)--Pennsylvania State University, Great Valley, 1995.
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Ambient scent in a retail environment can influence consumers with such effects likely moderated by congruity between the scent and the retailer's product offering. Prior research does not document such congruity effects for products without an inherent scent and in real-world settings. This article addresses these shortcomings by exploring the evaluative and behavioral effects of congruity between the perceived gender of an ambient scent and a store's gender-based products. A field experiment demonstrates scent congruity to influence perceptions of the store, its merchandise, and actual sales. Supporting an S–O–R interpretation, internal consumer responses to the environment mediated these effects.
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Subjects were exposed to familiar and unfamiliar brand names in either a pleasantly scented or unscented environment. A computer recorded how much time they took to evaluate each brand. After a distracter task, their memory for the brand names was tested with recall and recognition measures. The results indicate that the presence of a pleasant ambient scent improved brand evaluations, especially for unfamiliar brands. Neither mood nor arousal appeared to mediate this process. The pleasant ambient scent also improved recall for unfamiliar, but not familiar, brand names. Analysis indicated that this process was mediated by attention, that is, the amount of time spent evaluating brand names. Recognition was not affected significantly by scent. Implications, limitations, and areas for future research are discussed.