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Title: The Presence of a Pleasant Ambient Scent in a Fashion Store: The Moderating Role of Shopping Motivation and Affect Intensity
Authors: Douce, Lieve 
Janssens, Wim 
Issue Date: 2013
Publisher: SAGE Publications
Source: Environment and Behavior, 45 (2), p. 215-238.
Abstract: Marketing managers are increasingly using olfactory marketing instruments in the retail environment. However, the question is whether scents in the store are desirable for all consumer types. Research on the moderating role of individual differences on the impact of scents in the marketplace is scarce. This article focuses on how ambient fragrances in the store can influence customers’ affective, evaluative, and approach reactions and considers the moderating role of shopping motivation and affect intensity. A field experiment reveals that a pleasant fragrance positively influences consumers’ affective reactions, evaluations, and intentions to revisit the store, especially when the consumers score high on affect intensity. Strategically manipulating the store environment via ambient scents is an inexpensive yet effective way to positively influence consumer behavior. Retailers can use ambient scents to heighten their differentiating ability; however, the decision to diffuse a scent should be based on the target audience.
Keywords: ambient scent, store atmospherics, shopping motivation, affect intensity,
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ISSN: 0013-9165
e-ISSN: 1552-390X
DOI: 10.1177/0013916511410421
ISI #: 000313819300004
Category: A1
Type: Journal Contribution
Validations: ecoom 2014
Appears in Collections:Research publications

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