The Smell Sense

Hultén, Bertil; Broweus, Niklas; Dijk, Marcus van

doi:10.1057/9780230237049_3

Cited by 1 publication

(2 citation statements)

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“…A scent, as a sensory stimulus, is used to communicate a product, position it, increase brand recognition, and create an environment which encourages positive evaluation (Doucé and Janssens, 2013;Hultén et al, 2009;Morrin and Ratneshwar, 2000;Shiu et al, 2006). The effect of a scent in consumers can be explained through the cognitive evaluation associated to their emotions (Chebat and Michon, 2003).…”

Section: Introductionmentioning

confidence: 99%

“…However, due to social and neurological factors, the task of recognising a scent or an aroma is a slow and complex task for the human being (Laing and MacLeod, 1992). Task recognition can be different for objects whose main function is to aromatise in comparison to others for which scent is an inherent trait, which, by no means, defines its function (Hultén et al, 2009). Products such as perfumes or scented candles can be found in the first category (Scharf and Volkmer, 2000).…”

Section: Introductionmentioning

confidence: 99%

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Subject or object: a product’s scent congruent perspectives

Arboleda

Arce-Lopera

González

2017

ARLA

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Purpose The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively, objects’ quality or subjects’ involvement. Design/methodology/approach This paper consists of two experimental studies. The first study assesses people’s capacity to recognise three scents: leather, synthetic leather, and fabric. The second study assesses the way in which a frame of reference (quality or involvement) affects people’s capacity for scent recognition (leather and fabric). Findings Results confirm the difficulty of scent recognition revealing, in the first study, a low level of consistency in subjects’ responses. The second study shows an interaction between the type of scent and consumers’ framework: subjects who are primed to think about product quality present more accurate scent recognition when they smell leather, whereas subjects who are primed to think about themselves present more accurate scent recognition when they smell fabric. Practical implications These results can be used in brand communication. A scent, such as that of leather, should highlight quality attributes in its communication. If the product is unscented, communication should highlight the subject who uses the product. Originality/value Previous studies show the importance of the consistency between scent and product marketing strategies. This study complements these findings by differentiating the context where a scent is presented considering either the product (the object’s quality attributes) or the individual who uses that product (subject’s involvement).

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Section: Introductionmentioning

confidence: 99%