The effect of ambient scent on consumers’ perception, emotions and behaviour: a critical review

Teller, Christoph and Dennis, Charles (2012) The effect of ambient scent on consumers’ perception, emotions and behaviour: a critical review. Journal of Marketing Management, 28 (1/2). pp. 14-36. ISSN 0267-257X

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Full text URL: http://dx.doi.org/10.1080/0267257X.2011.560719

Abstract

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 odour. 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 errors or attitudinal differences between control and experimental group reveal a positive effect on factors operationalising mall perception and/or consumers’ emotions. The design controlling both sources of bias indicates no impact of odour on the dependent variables. None of the behavioural variables were affected in any case. This paper questions prior findings regarding the effectiveness of odour in a shopping mall environment and calls for more rigour in investigating the effectiveness of atmospheric stimuli in general.

Item Type:Article
Additional Information: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 odour. 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 errors or attitudinal differences between control and experimental group reveal a positive effect on factors operationalising mall perception and/or consumers’ emotions. The design controlling both sources of bias indicates no impact of odour on the dependent variables. None of the behavioural variables were affected in any case. This paper questions prior findings regarding the effectiveness of odour in a shopping mall environment and calls for more rigour in investigating the effectiveness of atmospheric stimuli in general.
Keywords:Odour, Aroma, Atmosphere, Shopping Mall, Experiment, Consumer Behaviour
Subjects:N Business and Administrative studies > N530 Distribution
N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N240 Retail Management
N Business and Administrative studies > N510 Market Research
Divisions:College of Social Science > Lincoln Business School
ID Code:6388
Deposited By:INVALID USER
Deposited On:01 Oct 2012 14:31
Last Modified:04 Dec 2013 21:23

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