IDEAS home Printed from https://ideas.repec.org/a/eee/soceco/v70y2017icp33-46.html
   My bibliography  Save this article

The effect of olfactory sensory cues on willingness to pay and choice under risk

Author

Listed:
  • Kechagia, Varvara
  • Drichoutis, Andreas C.

Abstract

Several studies show that sensory cues influence consumer decision making processes. While scent is a key component of a market’s physical environment, it has received far less attention in the academic literature as compared, for example, with visual cues. In addition, most of the studies that examine the effect of ambient scents fail on one or both of these criteria: to properly control the influence of nuisance factors and/or to elicit preferences under real monetary incentives. We collected data from a laboratory experiment where we varied on a between subjects design the dispersion of a citrus fragrance. We then elicited subjects’ willingness to pay for two unbranded products — a mug and a chocolate — by having subjects participate in a 2nd price Vickrey auction. We also elicited subjects’ risk preferences using lottery choice tasks. Our results show a statistically and economically significant effect on subjects’ willingness to pay: valuations increased up to 49% for subjects who were exposed to a citrus scent as compared to the control group. We do not find a statistically significant effect of the citrus scent on subjects’ risk aversion.

Suggested Citation

  • Kechagia, Varvara & Drichoutis, Andreas C., 2017. "The effect of olfactory sensory cues on willingness to pay and choice under risk," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 70(C), pages 33-46.
  • Handle: RePEc:eee:soceco:v:70:y:2017:i:c:p:33-46
    DOI: 10.1016/j.socec.2017.07.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S2214804317300848
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.socec.2017.07.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Shogren, Jason F. & Margolis, Michael & Koo, Cannon & List, John A., 2001. "A random nth-price auction," Journal of Economic Behavior & Organization, Elsevier, vol. 46(4), pages 409-421, December.
    2. Andersen, Steffen & Harrison, Glenn W. & Lau, Morten I. & Rutström, E. Elisabet, 2014. "Discounting behavior: A reconsideration," European Economic Review, Elsevier, vol. 71(C), pages 15-33.
    3. John D. Hey, 2018. "Why We Should Not Be Silent About Noise," World Scientific Book Chapters, in: Experiments in Economics Decision Making and Markets, chapter 13, pages 309-329, World Scientific Publishing Co. Pte. Ltd..
    4. Jay R. Corrigan & Andreas C. Drichoutis & Jayson L. Lusk & Rodolfo M. Nayga & Matthew C. Rousu, 2012. "Repeated Rounds with Price Feedback in Experimental Auction Valuation: An Adversarial Collaboration," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(1), pages 97-115.
    5. Palacios-Huerta, Ignacio & Santos, Tano J., 2004. "A theory of markets, institutions, and endogenous preferences," Journal of Public Economics, Elsevier, vol. 88(3-4), pages 601-627, March.
    6. Ben Greiner, 2015. "Subject pool recruitment procedures: organizing experiments with ORSEE," Journal of the Economic Science Association, Springer;Economic Science Association, vol. 1(1), pages 114-125, July.
    7. Glenn W. Harrison & Jia Min Ng, 2016. "Evaluating The Expected Welfare Gain From Insurance," Journal of Risk & Insurance, The American Risk and Insurance Association, vol. 83(1), pages 91-120, January.
    8. John Hey, 2014. "My experimental meanderings," Theory and Decision, Springer, vol. 77(3), pages 291-295, October.
    9. Tversky, Amos & Kahneman, Daniel, 1992. "Advances in Prospect Theory: Cumulative Representation of Uncertainty," Journal of Risk and Uncertainty, Springer, vol. 5(4), pages 297-323, October.
    10. Mitchell, Deborah J & Kahn, Barbara E & Knasko, Susan C, 1995. "There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 229-238, September.
    11. Kevin Bradford & Debra Desrochers, 2009. "The Use of Scents to Influence Consumers: The Sense of Using Scents to Make Cents," Journal of Business Ethics, Springer, vol. 90(2), pages 141-153, November.
    12. Jacquemet, Nicolas & Joule, Robert-Vincent & Luchini, Stéphane & Shogren, Jason F., 2009. "Earned wealth, engaged bidders? Evidence from a second-price auction," Economics Letters, Elsevier, vol. 105(1), pages 36-38, October.
    13. Quiggin, John, 1982. "A theory of anticipated utility," Journal of Economic Behavior & Organization, Elsevier, vol. 3(4), pages 323-343, December.
    14. Charles A. Holt & Susan K. Laury, 2002. "Risk Aversion and Incentive Effects," American Economic Review, American Economic Association, vol. 92(5), pages 1644-1655, December.
    15. John Hey & Jinkwon Lee, 2005. "Do subjects remember the past?," Applied Economics, Taylor & Francis Journals, vol. 37(1), pages 9-18.
    16. John Hey & Jinkwon Lee, 2005. "Do Subjects Separate (or Are They Sophisticated)?," Experimental Economics, Springer;Economic Science Association, vol. 8(3), pages 233-265, September.
    17. Nicolas Guéguen & Christine Petr, 2006. "Odors and consumer behavior in arestaurant," Post-Print halshs-00094108, HAL.
    18. John D. Hey & Gianna Lotito & Anna Maffioletti, 2018. "The descriptive and predictive adequacy of theories of decision making under uncertainty/ambiguity," World Scientific Book Chapters, in: Experiments in Economics Decision Making and Markets, chapter 8, pages 189-219, World Scientific Publishing Co. Pte. Ltd..
    19. Nathaniel T. Wilcox, 2015. "Error and Generalization in Discrete Choice Under Risk," Working Papers 15-11, Chapman University, Economic Science Institute.
    20. Drichoutis, Andreas C. & Lazaridis, Panagiotis & Nayga Jr., Rodolfo M., 2008. "The role of reference prices in experimental auctions," Economics Letters, Elsevier, vol. 99(3), pages 446-448, June.
    21. Glenn W. Harrison & J. Todd Swarthout, 2016. "Cumulative Prospect Theory in the Laboratory: A Reconsideration," Experimental Economics Center Working Paper Series 2016-04, Experimental Economics Center, Andrew Young School of Policy Studies, Georgia State University.
    22. James Cox & Vjollca Sadiraj & Ulrich Schmidt, 2015. "Paradoxes and mechanisms for choice under risk," Experimental Economics, Springer;Economic Science Association, vol. 18(2), pages 215-250, June.
    23. Andreas C. Drichoutis & Jayson L. Lusk, 2016. "What can multiple price lists really tell us about risk preferences?," Journal of Risk and Uncertainty, Springer, vol. 53(2), pages 89-106, December.
    24. Busemeyer, Jerome R. & Townsend, James T., 1992. "Fundamental derivations from decision field theory," Mathematical Social Sciences, Elsevier, vol. 23(3), pages 255-282, June.
    25. William Vickrey, 1961. "Counterspeculation, Auctions, And Competitive Sealed Tenders," Journal of Finance, American Finance Association, vol. 16(1), pages 8-37, March.
    26. Michon, Richard & Chebat, Jean-Charles & Turley, L. W., 2005. "Mall atmospherics: the interaction effects of the mall environment on shopping behavior," Journal of Business Research, Elsevier, vol. 58(5), pages 576-583, May.
    27. Morrison, Michael & Gan, Sarah & Dubelaar, Chris & Oppewal, Harmen, 2011. "In-store music and aroma influences on shopper behavior and satisfaction," Journal of Business Research, Elsevier, vol. 64(6), pages 558-564, June.
    28. Bailey Norwood & Matthew C. Roberts & Jayson L. Lusk, 2004. "Ranking Crop Yield Models Using Out-of-Sample Likelihood Functions," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(4), pages 1032-1043.
    29. Wilcox, Nathaniel T., 2011. "'Stochastically more risk averse:' A contextual theory of stochastic discrete choice under risk," Journal of Econometrics, Elsevier, vol. 162(1), pages 89-104, May.
    30. Kathleen Stern & Martha K. McClintock, 1998. "Regulation of ovulation by human pheromones," Nature, Nature, vol. 392(6672), pages 177-179, March.
    31. Glenn Harrison & J. Swarthout, 2014. "Experimental payment protocols and the Bipolar Behaviorist," Theory and Decision, Springer, vol. 77(3), pages 423-438, October.
    32. Spangenberg, Eric R. & Sprott, David E. & Grohmann, Bianca & Tracy, Daniel L., 2006. "Gender-congruent ambient scent influences on approach and avoidance behaviors in a retail store," Journal of Business Research, Elsevier, vol. 59(12), pages 1281-1287, November.
    33. Glenn W. Harrison & Ronald M. Harstad & E. Elisabet Rutstr–m, 2004. "Experimental Methods and Elicitation of Values," Experimental Economics, Springer;Economic Science Association, vol. 7(2), pages 123-140, June.
    34. Andreas C Drichoutis & Jayson L Lusk, 2014. "Judging Statistical Models of Individual Decision Making under Risk Using In- and Out-of-Sample Criteria," PLOS ONE, Public Library of Science, vol. 9(7), pages 1-13, July.
    35. Vuong, Quang H, 1989. "Likelihood Ratio Tests for Model Selection and Non-nested Hypotheses," Econometrica, Econometric Society, vol. 57(2), pages 307-333, March.
    36. Kevin A. Clarke, 2003. "Nonparametric Model Discrimination in International Relations," Journal of Conflict Resolution, Peace Science Society (International), vol. 47(1), pages 72-93, February.
    37. Morrin, Maureen & Ratneshwar, S., 2000. "The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands," Journal of Business Research, Elsevier, vol. 49(2), pages 157-165, August.
    38. Lattimore, Pamela K. & Baker, Joanna R. & Witte, Ann D., 1992. "The influence of probability on risky choice: A parametric examination," Journal of Economic Behavior & Organization, Elsevier, vol. 17(3), pages 377-400, May.
    39. Drazen Prelec, 1998. "The Probability Weighting Function," Econometrica, Econometric Society, vol. 66(3), pages 497-528, May.
    40. Pamela K. Lattimore & Joanna R. Baker & A. Dryden Witte, 1992. "The Influence Of Probability on Risky Choice: A parametric Examination," NBER Technical Working Papers 0081, National Bureau of Economic Research, Inc.
    41. Chebat, Jean-Charles & Michon, Richard, 2003. "Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories," Journal of Business Research, Elsevier, vol. 56(7), pages 529-539, July.
    42. Holt, Charles A, 1986. "Preference Reversals and the Independence Axiom," American Economic Review, American Economic Association, vol. 76(3), pages 508-515, June.
    43. John Hey & Wenting Zhou, 2014. "Do past decisions influence future decisions?," Applied Economics Letters, Taylor & Francis Journals, vol. 21(3), pages 152-157, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ballesteros, Josefina F. & Schouteten, Joachim J. & Otilla, Angelyn & Ramirez, Ramona Isabel & Gellynck, Xavier & Casaul, Julieta & De Steur, Hans, 2023. "Does award and origin labeling influence consumers’ willingness-to-pay beyond sensory cues? An experimental auction on improved Philippine tablea (cocoa liquor)," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 102(C).
    2. Drichoutis, Andreas C. & Nayga, Rodolfo M., 2022. "Game form recognition in preference elicitation, cognitive abilities, and cognitive load," Journal of Economic Behavior & Organization, Elsevier, vol. 193(C), pages 49-65.
    3. Maurizio Canavari & Andreas C. Drichoutis & Jayson L. Lusk & Rodolfo M. Nayga, Jr., 2018. "How to run an experimental auction: A review of recent advances," Working Papers 2018-5, Agricultural University of Athens, Department Of Agricultural Economics.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andreas C. Drichoutis & Varvara Kechagia, 2016. "The effect of olfactory sensory cues on economic decision making," Working Papers 2016-4, Agricultural University of Athens, Department Of Agricultural Economics.
    2. Andreas C. Drichoutis & Rodolfo M. Nayga, 2022. "On the stability of risk and time preferences amid the COVID-19 pandemic," Experimental Economics, Springer;Economic Science Association, vol. 25(3), pages 759-794, June.
    3. Drichoutis, Andreas C. & Nayga, Rodolfo M., 2022. "Game form recognition in preference elicitation, cognitive abilities, and cognitive load," Journal of Economic Behavior & Organization, Elsevier, vol. 193(C), pages 49-65.
    4. Stephen L. Cheung, 2020. "Eliciting utility curvature in time preference," Experimental Economics, Springer;Economic Science Association, vol. 23(2), pages 493-525, June.
    5. Nathaniel T. Wilcox, 2015. "Error and Generalization in Discrete Choice Under Risk," Working Papers 15-11, Chapman University, Economic Science Institute.
    6. Andreas C Drichoutis & Jayson L Lusk, 2014. "Judging Statistical Models of Individual Decision Making under Risk Using In- and Out-of-Sample Criteria," PLOS ONE, Public Library of Science, vol. 9(7), pages 1-13, July.
    7. Glenn W. Harrison & J. Todd Swarthout, 2016. "Cumulative Prospect Theory in the Laboratory: A Reconsideration," Experimental Economics Center Working Paper Series 2016-04, Experimental Economics Center, Andrew Young School of Policy Studies, Georgia State University.
    8. Nathaniel T. Wilcox, 2023. "Unusual Estimates of Probability Weighting Functions," Research in Experimental Economics, in: Models of Risk Preferences: Descriptive and Normative Challenges, volume 22, pages 69-106, Emerald Group Publishing Limited.
    9. Yaron Azrieli & Christopher P. Chambers & Paul J. Healy, 2020. "Incentives in experiments with objective lotteries," Experimental Economics, Springer;Economic Science Association, vol. 23(1), pages 1-29, March.
    10. Tsang, Ming, 2020. "Estimating uncertainty aversion using the source method in stylized tasks with varying degrees of uncertainty," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 84(C).
    11. Leenders, Mark A.A.M. & Smidts, Ale & Haji, Anouar El, 2019. "Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 270-280.
    12. Aleksandr Alekseev, 2022. "Give me a challenge or give me a raise," Experimental Economics, Springer;Economic Science Association, vol. 25(1), pages 170-202, February.
    13. Segovia, Michelle & Palma, Marco & Lusk, Jayson L. & Drichoutis, Andreas, 2022. "Visual formats in risk preference elicitation: What catches the eye?," MPRA Paper 115572, University Library of Munich, Germany.
    14. Tamás Csermely & Alexander Rabas, 2016. "How to reveal people’s preferences: Comparing time consistency and predictive power of multiple price list risk elicitation methods," Journal of Risk and Uncertainty, Springer, vol. 53(2), pages 107-136, December.
    15. Kairies-Schwarz, Nadja & Kokot, Johanna & Vomhof, Markus & Weßling, Jens, 2017. "Health insurance choice and risk preferences under cumulative prospect theory – an experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 137(C), pages 374-397.
    16. Anna Conte & M. Vittoria Levati & Chiara Nardi, 2018. "Risk Preferences and the Role of Emotions," Economica, London School of Economics and Political Science, vol. 85(338), pages 305-328, April.
    17. Glenn W. Harrison & Andre Hofmeyr & Don Ross & J. Todd Swarthout, 2018. "Risk Preferences, Time Preferences, and Smoking Behavior," Southern Economic Journal, John Wiley & Sons, vol. 85(2), pages 313-348, October.
    18. Cheremukhin, Anton & Popova, Anna & Tutino, Antonella, 2015. "A theory of discrete choice with information costs," Journal of Economic Behavior & Organization, Elsevier, vol. 113(C), pages 34-50.
    19. Ramona Luca & Delane Botelho, 2021. "The unconscious perception of smells as a driver of consumer responses: a framework integrating the emotion-cognition approach to scent marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 145-161, June.
    20. Helmefalk, Miralem & Hultén, Bertil, 2017. "Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 1-11.

    More about this item

    Keywords

    Scent cues; Fragrance; Olfactory; Willingness to pay; Risk preferences; Risk aversion; Laboratory experiment;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:soceco:v:70:y:2017:i:c:p:33-46. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/inca/620175 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.