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There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making


Author Info

  • Mitchell, Deborah J
  • Kahn, Barbara E
  • Knasko, Susan C
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    Pleasant ambient odors are found to affect consumer decision making depending on whether the scents are congruent or incongruent with the target product class. Two different choice contexts are examined. In experiment 1, in a static-choice context, subjects in conditions in which the odor is congruent with the product class are found to spend more time processing the data, are more holistic in their processing, are more likely to go beyond the information given, are more likely to spread their choices evenly over the whole choice set than are subjects in the incongruent-odor conditions. In experiment 2, in a dynamic-choice context, subjects in the congruent conditions are more likely to exhibit behavior that is consistent with variety seeking than are subjects in the incongruent conditions. Copyright 1995 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 22 (1995)
    Issue (Month): 2 (September)
    Pages: 229-38

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    Handle: RePEc:ucp:jconrs:v:22:y:1995:i:2:p:229-38

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    Cited by:
    1. OLAHUT Meda Roxana & PLAIAS Ioan, 2013. "The Effects Of Ambient Scent On Consumer Behavior: A Review Of The Literature," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1797-1806, July.
    2. Irina Olimpia SUSANU & Nicoleta CRISTACHE & Adrian MICU, 2011. "Influence of Retail Store Design on the Performance of Retail Store Managers," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 274-278.
    3. Edem Maxwell Azila-Gbettor & Simon Mesa Kwodjo Avorga & Lydia Sylvia Danku & Eli Ayawo Atatsi, 2013. "Physical Evidence and Quality Service Delivery in Public Hospitals in Ghana," International Review of Management and Marketing, Econjournals, vol. 3(4), pages 153 - 163.
    4. Herpen, H.W.I. van & Pieters, R., 2000. "Assortment Variety: Attribute versus Product-Based," Discussion Paper 2000-58, Tilburg University, Center for Economic Research.
    5. 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.


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