How priming with body odors affects decision speeds in consumer behavior.

Autor: Alcañiz M; Instituto de Universitario de Investigación Centrada en el Ser Humano (Human-Tech), Universitat Politécnica de Valencia, Valencia, Spain. malcaniz@i3b.upv.es., Giglioli IAC; Instituto de Universitario de Investigación Centrada en el Ser Humano (Human-Tech), Universitat Politécnica de Valencia, Valencia, Spain., Carrasco-Ribelles LA; Instituto de Universitario de Investigación Centrada en el Ser Humano (Human-Tech), Universitat Politécnica de Valencia, Valencia, Spain.; Fundació Institut Universitari per a la Recerca a l'Atenció Primària de Salut Jordi Gol i Gurina (IDIAPJGol), 08007, Barcelona, Spain., Minissi ME; Instituto de Universitario de Investigación Centrada en el Ser Humano (Human-Tech), Universitat Politécnica de Valencia, Valencia, Spain., López CG; Instituto de Universitario de Investigación Centrada en el Ser Humano (Human-Tech), Universitat Politécnica de Valencia, Valencia, Spain., Semin GR; Faculty of Social and Behavioral Sciences, Utrecht University, Utrecht, The Netherlands.; William James Center for Research, ISPA-Instituto Universitário, Lisbon, Portugal.
Jazyk: angličtina
Zdroj: Scientific reports [Sci Rep] 2023 Jan 12; Vol. 13 (1), pp. 609. Date of Electronic Publication: 2023 Jan 12.
DOI: 10.1038/s41598-023-27643-y
Abstrakt: To date, odor research has primarily focused on the behavioral effects of common odors on consumer perception and choices. We report a study that examines, for the first time, the effects of human body odor cues on consumer purchase behaviors. The influence of human chemosignals produced in three conditions, namely happiness, fear, a relaxed condition (rest), and a control condition (no odor), were examined on willingness to pay (WTP) judgments across various products. We focused on the speed with which participants reached such decisions. The central finding revealed that participants exposed to human odors reached decisions significantly faster than the no odor control group. The main driving force is that human body odors activate the presence of others during decision-making. This, in turn, affects response speed. The broader implications of this finding for consumer behavior are discussed.
(© 2023. The Author(s).)
Databáze: MEDLINE
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