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Marketing du cinquième sens : L'Aromachologie au service de la stratégie marketing ?

Author

Listed:
  • Nathalie Guichard

    (UP1 - Université Paris 1 Panthéon-Sorbonne)

  • Jean-Marc Lehu

    (UP1 - Université Paris 1 Panthéon-Sorbonne)

  • Régine Vanheems

    (UP1 - Université Paris 1 Panthéon-Sorbonne)

Abstract

L'odorat est un sens de plus en plus sollicité. Ainsi, les exemples d'opérations marketing intégrant une dimension olfactive se multiplient-elles. L'odeur devient dès lors un élément supplémentaire de la stratégie marketing des praticiens. Les objectifs qui sont associés à l'utilisation d'une odeur sont divers, les domaines d'intervention possibles sont multiples. Pourtant, malgré l'intérêt grandissant des praticiens pour l'olfaction, les recherches développées en marketing dans ce domaine, demeurent encore peu nombreuses. Les auteurs de cet article tentent d'aborder le champ de recherche que constitue l'aromachologie et proposent une première analyse des mécanismes d'influence de l'olfaction sur le comportement du consommateur. Ils exposent également les résultats des principales recherches menées sur ce thème et montrent la nécessité de favoriser le développement des travaux scientifiques relatifs à ce vaste champ d'étude.

Suggested Citation

  • Nathalie Guichard & Jean-Marc Lehu & Régine Vanheems, 1998. "Marketing du cinquième sens : L'Aromachologie au service de la stratégie marketing ?," Post-Print halshs-02925805, HAL.
  • Handle: RePEc:hal:journl:halshs-02925805
    DOI: 10.7193/DM.014.07-17
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