The Presence of a Pleasant Ambient Scent in a Fashion Store

Abstract

Marketing managers are increasingly using olfactory marketing instruments in the retail environment. However, the question is whether scents in the store are desirable for all consumer types. Research on the moderating role of individual differences on the impact of scents in the marketplace is scarce. This article focuses on how ambient fragrances in the store can influence customers’ affective, evaluative, and approach reactions and considers the moderating role of shopping motivation and affect intensity. A field experiment reveals that a pleasant fragrance positively influences consumers’ affective reactions, evaluations, and intentions to revisit the store, especially when the consumers score high on affect intensity. Strategically manipulating the store environment via ambient scents is an inexpensive yet effective way to positively influence consumer behavior. Retailers can use ambient scents to heighten their differentiating ability; however, the decision to diffuse a scent should be based on the target audience.

The effect of consumption motivation on the perception of gift store attributes in jewelry retail stores and its influence on repurchase intention

“…This shows that a store atmosphere has the ability to affect consumers not only cognitively but also emotionally (Muhammad et al, 2014). Since consumers perceive the retail atmosphere with their senses, it is a crucial aspect of the shopping process and behavioral responses (Doucé & Janssens, 2013).…”

“…Hedonic motivations are related to the consumer's emotions and experiences (Babin, Darden, & Griffin, 1994;Büttner et al, 2013). In this sense, consumers with a utilitarian motivation appreciate when a product can be bought in a deliberate and efficient way; while those with a hedonic motivation appreciate the experience of purchasing (Doucé & Janssens, 2013).…”

“…The first one concerns signals that attract attention, excite the participant, and entice customers to approach. Critical success factors in creating a hedonic experience are: signs, sound, space, color, layout, product visualization, design features, and a pleasant scent (Doucé & Janssens, 2013). The second factor, facilitating stimuli, includes aspects that are necessary to facilitate product participation and exert a moderating influence on the effectiveness of attractive stimuli.…”

Smell of heritage: a framework for the identification, analysis and archival of historic odours

“…For example, people born before 1930 tend to display positive association with nature scents, and the fragrance of Playdough triggers nostalgia in those born after 1960 [6]. Scents can also influence behaviour: in shops, a pleasant scent positively impacts customers' attitude towards the store, the evaluation of products and intention to revisit the place [7]. A British company claims that treating customers with the smell of male sweat made them 17% more likely to pay their bills than a control group [8].…”

The Influence of Light on Consumer Behavior at the Food Market

“…For instance, a warm pink light that flatters the face and helps banish wrinkles has been used as a step further in lighting retail practice (Blumenthal, 1988). A study of Areni and Kim (1994) found that brighter in-store lighting influenced people to examine and handle more merchandise. These findings can be considered in terms of their implications for creating a functional store environment as well as an appropriate store image.…”