IDEAS home Printed from https://ideas.repec.org/a/fan/ecaqec/vhtml10.3280-ecag2019-001005.html
   My bibliography  Save this article

Olfactory cues and consumers? purchase behavior in food products: A category management approach

Author

Listed:
  • Kaisa Silja Sofia Sandell

Abstract

In this study, we examined the impact of olfactory cues on consumers? food-product purchase behavior. Specifically, we applied a category management (CM) perspective. The theories of CM, cue congruence, and hedonic orientation for purchase behavior were applied using data collected through an experiment. These data were analyzed using quantitative and qualitative methods. The presence of olfactory cues has a positive impact on purchase behavior, as measured by product category sales, and no significant cannibalization effect on spatially related product categories occurred. Hedonism and cue congruence explain category differences and intra-category development. This study is the first to address changes in cross-category and within-category behavior resulting from an olfactory cue. We compared two effectiveness moderator theories: cue congruence and hedonic orientation. As a methodological improvement, we measured actual sales (instead of consumer intent) and complementary data via qualitative interviews.

Suggested Citation

  • Kaisa Silja Sofia Sandell, 2019. "Olfactory cues and consumers? purchase behavior in food products: A category management approach," Economia agro-alimentare, FrancoAngeli Editore, vol. 21(1), pages 73-100.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2019-001005
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=63879&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Peracchio, Laura A & Tybout, Alice M, 1996. "The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 177-192, December.
    2. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    3. 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.
    4. Roschk, Holger & Loureiro, Sandra Maria Correia & Breitsohl, Jan, 2017. "Calibrating 30 Years of Experimental Research: A Meta-Analysis of the Atmospheric Effects of Music, Scent, and Color," Journal of Retailing, Elsevier, vol. 93(2), pages 228-240.
    5. Shiv, Baba & Fedorikhin, Alexander, 1999. "Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 278-292, December.
    6. 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.
    7. Klaus Wertenbroch, 1998. "Consumption Self-Control by Rationing Purchase Quantities of Virtue and Vice," Marketing Science, INFORMS, vol. 17(4), pages 317-337.
    8. Spangenberg, Eric R. & Grohmann, Bianca & Sprott, David E., 2005. "It's beginning to smell (and sound) a lot like Christmas: the interactive effects of ambient scent and music in a retail setting," Journal of Business Research, Elsevier, vol. 58(11), pages 1583-1589, November.
    9. Aradhna Krishna & May O. Lwin & Maureen Morrin, 2010. "Product Scent and Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 57-67, June.
    10. 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.
    11. JoAndrea Hoegg & Joseph W. Alba, 2007. "Taste Perception: More than Meets the Tongue," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 490-498, December.
    Full references (including those not matched with items on IDEAS)

    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. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    2. Errajaa, Karim & Daucé, Bruno & Legohérel, Patrick, 2020. "Consumer reactions to olfactory congruence with brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    3. Lunardo, Renaud & Roux, Dominique & Chaney, Damien, 2016. "The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations," Journal of Business Research, Elsevier, vol. 69(12), pages 6097-6105.
    4. Herrmann, Andreas & Zidansek, Manja & Sprott, David E. & Spangenberg, Eric R., 2013. "The Power of Simplicity: Processing Fluency and the Effects of Olfactory Cues on Retail Sales," Journal of Retailing, Elsevier, vol. 89(1), pages 30-43.
    5. Lieve Doucé, 2022. "The Effect of High, Partial, and Low Multisensory Congruity between Light and Scent on Consumer Evaluations and Approach Behavior," Sustainability, MDPI, vol. 14(9), pages 1-25, May.
    6. 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.
    7. 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.
    8. José Verissimo & Rui Alves Pereira, 2013. "The Effect Of Ambient Scent On Moviegoers’ Behavior," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 67-80.
    9. Fürst, Andreas & Pečornik, Nina & Binder, Christian, 2021. "All or Nothing in Sensory Marketing: Must All or Only Some Sensory Attributes Be Congruent With a Product’s Primary Function?," Journal of Retailing, Elsevier, vol. 97(3), pages 439-458.
    10. 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.
    11. Dennis, Charles & Newman, Andrew & Michon, Richard & Josko Brakus, J. & Tiu Wright, Len, 2010. "The mediating effects of perception and emotion: Digital signage in mall atmospherics," Journal of Retailing and Consumer Services, Elsevier, vol. 17(3), pages 205-215.
    12. 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.
    13. Carnevale, Marina & Hadi, Rhonda & Luna, David & Pogacar, Ruth, 2023. "Follow your nose when it sounds right: How brand names influence consumer responses to product scents," Journal of Business Research, Elsevier, vol. 157(C).
    14. Imschloss, Monika & Kuehnl, Christina, 2019. "Feel the Music! Exploring the Cross-modal Correspondence between Music and Haptic Perceptions of Softness," Journal of Retailing, Elsevier, vol. 95(4), pages 158-169.
    15. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2021. "The influence of scent on virtual reality experiences: The role of aroma-content congruence," Journal of Business Research, Elsevier, vol. 123(C), pages 289-301.
    16. Girard, Marc & Girard, Anna & Suppin, Anna-Caroline & Bartsch, Silke, 2016. "The scentscape: An integrative framework describing scents in servicescapes," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 9(1), pages 597-622.
    17. Francisco I. Vega-Gómez & Francisco J. Miranda-Gonzalez & Jesús Pérez Mayo & Óscar Rodrigo González-López & Laura Pascual-Nebreda, 2020. "The Scent of Art. Perception, Evaluation, and Behaviour in a Museum in Response to Olfactory Marketing," Sustainability, MDPI, vol. 12(4), pages 1-15, February.
    18. Lunardo, Renaud, 2012. "Negative effects of ambient scents on consumers’ skepticism about retailer’s motives," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 179-185.
    19. Eliane Schreuder & Jan van Erp & Alexander Toet & Victor L. Kallen, 2016. "Emotional Responses to Multisensory Environmental Stimuli," SAGE Open, , vol. 6(1), pages 21582440166, February.
    20. Ardelet, Caroline & Fleck, Nathalie & Grobert, Julien, 2022. "When a clean scent soothes the soul: Developing a positive attitude toward sharing service space with strangers," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

    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:fan:ecaqec:v:html10.3280/ecag2019-001005. 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: Stefania Rosato (email available below). General contact details of provider: http://www.francoangeli.it/riviste/sommario.aspx?IDRivista=214 .

    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.