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Innovation and trends in olfactory marketing: A review of the literature

Author

Listed:
  • Chatterjee Shuvam

    (Doctoral School of Social Science, Faculty of Management, University of Lodz, Lodz, Poland)

  • Bryła Paweł

    (Department of International Marketing and Retailing, Faculty of International & Political Studies, University of Lodz, Lodz, Poland)

Abstract

Aim/purpose – Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. This paper aims to review the studies involved in consumer purchase intentions influenced by fragrance and develop a framework for modeling consumer responses.

Suggested Citation

  • Chatterjee Shuvam & Bryła Paweł, 2022. "Innovation and trends in olfactory marketing: A review of the literature," Journal of Economics and Management, Sciendo, vol. 44(1), pages 210-235, January.
    • Handle: RePEc:vrs:jecman:v:44:y:2022:i:1:p:210-235:n:2
    DOI: 10.22367/jem.2022.44.09
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    References listed on IDEAS

    as
    1. Möller, Jana & Herm, Steffen, 2013. "Shaping Retail Brand Personality Perceptions by Bodily Experiences," Journal of Retailing, Elsevier, vol. 89(4), pages 438-446.
    2. 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.
    3. 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.
    4. 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.
    5. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    olfactory marketing; consumer behavior; retail store; marketing innovation; fragrance; review;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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