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1 – 10 of 410
Article
Publication date: 1 April 2014

Tina Poon and Bianca Grohmann

This replication and extension of Hirsch and Gruss examines the impact of spatial density and ambient scent on consumers' spatial perception and anxiety. The paper aims to discuss…

1210

Abstract

Purpose

This replication and extension of Hirsch and Gruss examines the impact of spatial density and ambient scent on consumers' spatial perception and anxiety. The paper aims to discuss these issues.

Design/methodology/approach

A 2 (spatial density: high, low)×3 (ambient scent: no scent, scent associated with spaciousness, scent associated with enclosed spaces) between-participants experimental design was implemented in a laboratory setting. A pretest determined scent selection and manipulation checks were successful.

Findings

Spatial perception was influenced by spatial density, but not ambient scent. Ambient scent and spatial density interacted, such that consumers' anxiety levels significantly increased under conditions of low spatial density combined with an ambient scent associated with spaciousness, and directionally increased under conditions of high spatial density combined with ambient scent associated with enclosed space.

Research limitations/implications

This research was conducted in a laboratory setting in order to increase experimental control. An exploration of the strength of the observed effects in a field (retail) setting would be insightful.

Practical implications

Results of this study suggest that retailers need to consider both spatial density and choice of ambient scent carefully in order to reduce consumers' anxiety levels.

Originality/value

This research is one of the few to consider the impact of spatial density and ambient scent on consumers' anxiety levels. The use of a between-participants design and the experimental manipulation of both spatial density and ambient scent results in a more rigorous test of the scent – anxiety relation observed in previous research.

Details

American Journal of Business, vol. 29 no. 1
Type: Research Article
ISSN: 1935-5181

Keywords

Article
Publication date: 6 June 2018

Ingrid Gottschalk

The purpose of this paper is to broaden the list of boundary factors which impact consumer evaluation of ambient scenting. More specifically, this study aims at demonstrating that…

1578

Abstract

Purpose

The purpose of this paper is to broaden the list of boundary factors which impact consumer evaluation of ambient scenting. More specifically, this study aims at demonstrating that pre-informing about the scenting measure, the particular environment in which the scenting takes place and the disposition of persuasion knowledge are necessary variables to be considered for achieving positive evaluations.

Design/methodology/approach

A field experiment was carried out in a local grocery store (a “pay-now” environment) and in a medical therapy centre (a “pre-paid” environment, n=200). The paper draws on the theoretical concept of spreading activation, the consumer decision process and the persuasion knowledge model. Data were analysed by using ANOVA and moderated regression analysis.

Findings

Consumers evaluated the scenting as more favourable when having been pre-informed about the marketing measure. Consumers were also more in favour of ambient scents in the usage-oriented, pre-paid service environment than in the purchase-oriented, pay-now store environment. Persuasion knowledge moderated the relationship between environment and evaluation of ambient scenting.

Research limitations/implications

As important research implication, the role of customers’ pre-information, environment and persuasion knowledge as boundary factors for scent marketing interventions is supported. These results can inform retailers how best to proceed in scent marketing. Future research could extend the present results with various informational measures and in different pre-paid and pay-now environments and experiment with different scents.

Practical implications

The results speak for pre-informing customers and using scents particularly in pre-paid environments, such as medical therapy centres. For customers with a higher level of persuasion knowledge, pre-information and a fitting environment are particularly advisable.

Originality/value

This paper adds important insight to scent marketing literature by addressing additional boundary factors which so far have been neglected. Methodologically, it differentiates itself by employing a field experiment, which offers higher external validity than laboratory experiments which are frequently used in scent research.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 9 January 2024

Ziyue Yu, Shuai Yang, Yahui Liu and Yujia Xie

This study examines the effects of scent arousal on consumers' time perception in retail service environments and further explores how the effect is moderated by…

Abstract

Purpose

This study examines the effects of scent arousal on consumers' time perception in retail service environments and further explores how the effect is moderated by consumer-perceived stress.

Design/methodology/approach

A laboratory experiment (Study 1) and a field experiment (Study 2) were conducted to examine the relationship between scent arousal and time perception and the mediating effect between scent arousal and consumers' store evaluations. Another laboratory experiment (Study 3) was conducted to explore how consumers' stress modifies the scent arousal effect.

Findings

Consumers in a low-arousal scent condition perceived a shorter duration of time than those in a high-arousal scent condition. This finding was verified in a field experiment, whereas scent arousal affects consumers' store evaluations through the mediating effects of time perception. However, the impact of scent arousal on time perception was attenuated in high-stress conditions.

Originality/value

Time duration perception is an important indicator in the retail service marketing process. Evidence shows that underestimating time duration in the shopping process represents positive responses. This study extends prior research by examining how scent arousal influences time perception and how consumers' stress moderates scent arousal’s effect.

Details

International Journal of Retail & Distribution Management, vol. 52 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 19 December 2022

Usha L. Pappu, Peter T.L. Popkowski Leszczyc, Ravi Pappu and Neal M. Ashkanasy

This research aims to examine the conditions under which individuals’ olfaction is actively engaged in purchase decisions. Consequently, it introduces the concept of need for…

Abstract

Purpose

This research aims to examine the conditions under which individuals’ olfaction is actively engaged in purchase decisions. Consequently, it introduces the concept of need for smell (NFS) to measure differential motivation for the extraction and use of odor information in buying contexts. A ten-item NFS scale was developed that consists of hedonic and utilitarian dimensions.

Design/methodology/approach

The scale’s dimensionality and construct validity were examined in five studies. The moderating role of NFS and the mediating role of emotions in the relationship between odor perception and consumer responses were examined. The data were analyzed using confirmatory factor analyses and customized PROCESS models.

Findings

The results show that NFS is a two-dimensional construct. The results further support the scale’s internal structure as well as its reliability, convergent, discriminant and nomological validity. NFS moderates the relationship between odor perception and consumer responses, and emotions mediate this relationship. While hedonic NFS strengthens the impact of odor perception on consumer responses, utilitarian NFS weakens this effect.

Research limitations/implications

The present research extends Krishna’s sensory marketing framework, De Luca and Botelho’s scent research framework and Herz et al.’s scent benefits framework, by introducing the concept of NFS into these frameworks. The study demonstrates the relevance and functionality of NFS construct and NFS scale. The study extends the consumer scent research by introducing NFS and illustrating the interplay of odor perception and NFS on consumer responses to scent stimuli.

Practical implications

The NFS scale used in this study adds to the genre of individual difference scales such as need for cognition and need for touch. Given its smell-specific focus, it has applications in a range of consumption contexts. Using NFS, marketers could effectively identify low and high hedonic and utilitarian NFS consumers and position product or ambient scents to serve these segments better. The NFS scale also has implications for the areas of product and service design and development, consumer information search, brand judgments and choice preferences in both scented and non-scented environments.

Originality/value

This work is one of the first attempts, to the best of the authors’ knowledge, to explain motivational differences in active engagement of olfaction, especially in purchase decisions. As a critical step in exploring olfactory information processing, the study demonstrates the relevance and functionality of NFS construct and NFS scale. The study extends the consumer scent research by introducing NFS and illustrating the interplay of odor perception and NFS on consumer responses to scent stimuli.

Details

European Journal of Marketing, vol. 57 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 February 2018

Meng-Hsien (Jenny) Lin, Samantha N.N. Cross and Terry L. Childers

The purpose of this paper is to explore the mediating role of emotions in processing scent information in consumer research, using event-related potential (ERP)-based neuroscience…

2116

Abstract

Purpose

The purpose of this paper is to explore the mediating role of emotions in processing scent information in consumer research, using event-related potential (ERP)-based neuroscience methods, while considering individual differences in sense of smell.

Design/methodology/approach

Prior research on olfaction and emotions in marketing has revealed mixed findings on the relationship between olfaction and emotion. The authors review earlier studies and present a neuroscience experiment demonstrating the benefits of ERP methods in studying the automatic processing of emotions.

Findings

Results demonstrate how emotional processes occurring within 1s of stimulus exposure differ across individuals with varying olfactory abilities. Findings reveal an automatic suppression mechanism for individuals sensitive to smell.

Research limitations/implications

Scent-induced emotions demonstrated through the use of ERP-based methods provide insights for understanding automatic emotional processes and reactions to ambient scents by consumers in the marketplace.

Practical implications

Findings show an automatic suppression of emotions triggered by scent in individuals sensitive to smell. Marketers and retailers should consider such reactions when evaluating the use of olfactory stimuli in promotional and retail strategies.

Originality/value

The authors review past literature and provide an explanation for the disparate findings in the olfaction–emotion linkage, by studying individual differences in response to scent in the marketplace. This is one of the first papers in marketing to introduce the application of ERP in studying consumer-relevant behavior and provide technical and marketing-specific considerations for both academic and market researchers.

Details

European Journal of Marketing, vol. 52 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 22 August 2023

Diego A. de J. Pacheco, Rodrigo Veleda Caetano, Samuel Vinícius Bonato, Bruno Miranda dos Santos and Wagner Pietrobelli Bueno

Small retail stores in the luxury market face significant challenges due to fluctuations in market demand. This task turns challenging as it requires effectively coordinating and…

Abstract

Purpose

Small retail stores in the luxury market face significant challenges due to fluctuations in market demand. This task turns challenging as it requires effectively coordinating and translating customer needs into specific requirements that align with retail goals and available resources. However, limited empirical research exists investigating how managers can address service value and quality attributes in small retail stores. This article aims to bridge this gap by investigating the role of quality function deployment (QFD) in improving market and quality requirements management in small retail stores.

Design/methodology/approach

Based on the case study, a customer survey was initially conducted to gather information on critical characteristics valued in the luxury retail segment. QFD was used to assist the company in identifying and prioritizing key quality attributes to meet customer requirements effectively.

Findings

The findings demonstrate that implementing QFD in small luxury retail stores empowers managers to identify previously neglected product and service quality aspects. The article shows that QFD informs organizational adaptations that align with the demands of the retail market, leading to an improved ability to meet customer expectations and enhance customer value through the development of enhanced products and services. The study showcases the efficacy of the tested methodology in effectively capturing and prioritizing both tangible and intangible customer needs in retail.

Practical implications

Findings offer valuable insights to retail managers of small luxury stores, providing actionable market-oriented strategies. By implementing the recommended practices, managers can improve the store’s competitiveness and better cater to the customer base.

Originality/value

This study contributes to bridging persistent knowledge gaps by addressing the unique context of small luxury retail stores and introducing the application of QFD in this setting. The insights gained from this research are relevant to both retailing and quality management literature. Considering the growing prevalence of transformations in the retail industry, the study provides practical implications for retail managers in effectively navigating these changes.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 30 March 2020

Ibrahim Taylan Dortyol

This research aims to uncover consumers' deeply hidden thoughts and feelings about store scent and its effects on shopping experiences.

Abstract

Purpose

This research aims to uncover consumers' deeply hidden thoughts and feelings about store scent and its effects on shopping experiences.

Design/methodology/approach

Following a qualitative approach, this research uses Zaltman metaphor elicitation technique (ZMET). All the steps of the ZMET have been performed, and important constructs and contents have been explored.

Findings

Ultimately, a hierarchical value map was presented. Accordingly, the naturalness and intensity of the scent played a prominent part in its effectiveness. The pleasantness and complexity of the scent, the malodor, congruity and incongruity of the scent, as well as nostalgia, were seen as the predominant originator constructs that resulted in approach or avoidance reactions.

Research limitations/implications

These findings have practical implications for managers seeking to design a store atmospherics making way for consumers to engage with the store and the brand. The cultural milieu in which the study was performed could be seen as a possible limitation of the study. This cultural angle should also be taken into consideration while the findings were considered.

Originality/value

Using ZMET as an innovative research method makes the study significant. By doing so, the metaphors of consumption are extended to the sensory marketing field to provide a more comprehensive understanding on the effects of store scent. Moreover, the study contributes to the existing literature of smell marketing.

Details

Qualitative Research Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1443-9883

Keywords

Article
Publication date: 20 March 2017

Kaisa Kivioja

This study aims to examine the impact of olfactory cues at the point of purchase on consumers’ purchase behavior in terms of sales.

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Abstract

Purpose

This study aims to examine the impact of olfactory cues at the point of purchase on consumers’ purchase behavior in terms of sales.

Design/methodology/approach

The theory of semantic congruence and sensory marketing on consumer behavior is tested using data collected through an experiment and analyzed using quantitative methods.

Findings

The presence of an olfactory cue has a positive impact on purchase behavior, as measured by product and product-category sales. Results indicate that a more common, category-congruent scent is optimal, as opposed to product-congruent, differentiating scent, even for a single product.

Practical implications

The findings encourage retailers to implement scents at the point of purchase as a sales promotion tool. Targeting a product category, instead of a single product, would seem the most feasible target scope.

Originality/value

This paper studies sensory marketing and cue congruence in a real-life retail setting, measuring the impact in terms of sales, and not only in relation to purchase intentions or brand image. Addressing a precisely defined target that suits retailing, namely, a single product and product category, is also novel, contrasting with earlier studies focused on ambient scents in large environments.

Details

Journal of Consumer Marketing, vol. 34 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 June 2020

Julie Baker, Kara Bentley and Charles Lamb, Jr

This paper aims to explore the evolution of the service environment literature and speculates about future research in this area. This paper focuses on studies regarding how the…

1619

Abstract

Purpose

This paper aims to explore the evolution of the service environment literature and speculates about future research in this area. This paper focuses on studies regarding how the interior and exterior environments of physical service settings (including retail stores) influence consumer response. Web atmospherics are not covered in this paper. In addition, while a number of studies have been conducted on retail and service atmospherics elements in other disciplines, such as environmental psychology and leisure and hospitality, the focus is on research published in marketing and consumer-related journals.

Design/methodology/approach

This paper reports the results of empirical studies; however, as there are few empirical studies on the effects of exterior environmental characteristics (e.g. storefronts) in marketing, two conceptual papers on this topic will be reviewed to set the stage for future research on exterior design.

Findings

Over the past 40 years, there has been a proliferation of articles on how service environments influence consumer responses. The review covers illustrative examples of articles in several categories of environmental topics. The areas for future research based on the review are suggested.

Originality/value

An up-to-date review of service environment research that is broad in scope is provided. The authors also propose 41 different research questions based on the review that services scholars can use to take this area of inquiry forward.

Details

Journal of Services Marketing, vol. 34 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 20 September 2011

Andrew G. Parsons

The aims of this paper are to establish: a typical women's apparel store environment as a realistic base for measuring the effects of changes; effective environmental stimuli…

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Abstract

Purpose

The aims of this paper are to establish: a typical women's apparel store environment as a realistic base for measuring the effects of changes; effective environmental stimuli levels; and the effect of repeated exposure on affect.

Design/methodology/approach

A schema of typical stimuli is developed through literature, observing 212 stores, and surveying 39 women's fashion retail GMs. An experiment (n=489) establishes the set of stimuli and effective levels for creating affect for a women's fashion store. Shoppers (n=62) were repeatedly exposed to combinations of the two sets (industry standard and “ideal”) to examine whether decay in affect occurs, and whether changes can mitigate this.

Findings

Interactions between sensory stimuli have a significant effect on fashion shoppers’ affect for a store. Fashion retailers are less differentiated in their use of sensory stimuli than they could be to achieve the responses they expect. Stagnation from repeated exposure can diminish affect for the store whereas small changes in stimuli levels can revitalise and increase affect.

Research limitations/implications

A model of sensory stimuli‐based relationships with shopper affect should incorporate interactions. Empirically, different stimuli can easily be added or substituted within a dimension to test its effect within a factorial design. A model of fashion store atmosphere is likely to require a mediating influence of repeated exposure.

Practical implications

It is worthwhile getting the “correct” package of stimuli for a fashion store's atmosphere. This does not necessarily require wholesale changes; rather small changes in stimuli level can enhance a store.

Originality/value

The paper presents the only study to use a holistic approach to store atmosphere and base effectiveness measures against the fashion industry norm, and consider the effect of repeated exposure.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 15 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

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