The Cool Scent of Power: Effects of Ambient Scent on Consumer Preferences and Choice Behavior

Autor:	Adriana V. Madzharov, Lauren G. Block, Maureen Morrin
Rok vydání:	2015
Předmět:	Marketing media_common.quotation_subject Advertising Affect (psychology) Preference Purchasing Product (business) Power (social and political) Feeling Perception Need for power Business Business and International Management media_common
Zdroj:	Journal of Marketing. 79:83-96
ISSN:	1547-7185 0022-2429
Popis:	The present research examines how ambient scents affect consumers' spatial perceptions in retail environments, which in turn influence customers' feelings of power and, thus, product preference and purchasing behavior. Specifically, the authors demonstrate that in a warm- (vs. cool-) scented and thus perceptually more (vs. less) socially dense environment, people experience a greater (vs. lesser) need for power, which manifests in increased preference for and purchase of premium products and brands. This research extends knowledge on store atmospherics and customer experience management through the effects of ambient scent on spatial perceptions and builds on recent research on power in choice contexts.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::eaf93c6847ee2be0dc3644d4135e685d https://doi.org/10.1509/jm.13.0263 Zobrazit plný text záznamu Plný text ve formátu PDF