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This paper explores the mediating factors between consumers' exposure to scented food products and thei r behavioural response. Five competitive hierarchies of effects - dealing with consumers ' judgmental, emotional, and intentional responses - are developed. The hierarchies are tested using an experimental design that manipulated three kinds of scent (congr uent scent, non - congruent scent and neutral/no scent) in relation to potato chips. Applying MANOVA step - down analysis and structural equation modelling, it is concluded that the 'scent à judgment à behavioural intention hierarchy' best explains consumers' reaction s to the scented food product .