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Olfaction and the retail environment: examining the influence of ambient scent

  • Philippa Ward

    ()

  • Barry Davies

    ()

  • Dion Kooijman

    ()

Registered author(s):

    This article concerns the ability of smell to assist the development and communication of retail brand image. It presents a number of propositions regarding ambient smell and the retail environment derived from the literature—including the potential for novel ambient aromas to act as a distinctive element in a retailer’s marketing mix. Empirical testing is achieved through a ‘natural experiment’ in a large electrical store using fragranced and unfragranced conditions. An environmental psychology base was used to develop an in-store questionnaire, supported by direct measurement of customer dwell times and subsequent interviews. In total, 329 questionnaires were returned and 429 customer groups were timed in the two departments where the experiment occurred. Significant differences in consumer perceptions of the store’s environmental attributes were identified, despite the fact that less than 10% of respondents questioned were aware of the use of in-store fragrances. The qualitative interviews provided some initial confirmation for the more complex propositions concerning the memory of scents. Copyright Springer-Verlag 2007

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    File URL: http://hdl.handle.net/10.1007/s11628-006-0018-3
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    Article provided by Springer & Pan-Pacific Business Association in its journal Service Business.

    Volume (Year): 1 (2007)
    Issue (Month): 4 (December)
    Pages: 295-316

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    Handle: RePEc:spr:svcbiz:v:1:y:2007:i:4:p:295-316
    Contact details of provider: Web page: http://www.springer.com

    Web page: http://www.panpacificbusiness.org/

    Order Information: Web: http://www.springer.com/business/journal/11628

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    1. Glenn W. Harrison & John A. List, 2004. "Field Experiments," Journal of Economic Literature, American Economic Association, vol. 42(4), pages 1009-1055, December.
    2. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
    3. Chebat, Jean-Charles & Chebat, Claire Gelinas & Vaillant, Dominique, 2001. "Environmental background music and in-store selling," Journal of Business Research, Elsevier, vol. 54(2), pages 115-123, November.
    4. Dube, Laurette & Morin, Sylvie, 2001. "Background music pleasure and store evaluation: intensity effects and psychological mechanisms," Journal of Business Research, Elsevier, vol. 54(2), pages 107-113, November.
    5. Belk, Russell W, 1975. " Situational Variables and Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 2(3), pages 157-64, December.
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