Journal
JOURNAL OF RETAILING
Volume 89, Issue 1, Pages 30-43Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2012.08.002
Keywords
Olfaction; Complexity; Processing fluency; Sales
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Although ambient scents within retail stores have been shown to influence shoppers, real-world demonstrations of scent effects are infrequent and existing theoretical explanation for observed effects is limited. The current research addresses these open questions through the theoretical lens of processing fluency. In support of a processing fluency explanation, results across four studies show the complexity of a scent to impact consumer responses to olfactory cues. A simple (i.e., more easily processed) scent led to increased ease of cognitive processing and increased actual spending, whereas a more complex scent had no such effect. Implications for theory and retail practice are provided. (C) 2012 New York University. Published by Elsevier Inc. All rights reserved.
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