Improving the store environment: Do olfactory cues affect evaluations and behaviors?

Author(s): Crowley, A. E., Henderson, P. W.

Journal/Book: J Marketing. 1996; 60: 250 South Wacker Drive, Suite 200, Chicago, IL 60606-5819. Amer Marketing Assn. 67-80.

Abstract: The popular press has recently reported that managers of retail and service outlets are diffusing scents into their stores to create more positive environments and develop a competitive advantage. These efforts are occurring despite there being no scholarly research supporting the use of scent in store environments. The authors present a review of theoretically relevant work from environmental psychology and olfaction research and a study examining the effects of ambient scent in a simulated retail environment. In the reported study, the authors find a difference between evaluations of and behaviors in a scented store environment and those in an unscented store environment. Their findings provide guidelines for managers of retail and service outlets concerning the benefits of scenting store environments.

Note: Article ER Spangenberg, Washington State Univ, Pullman, WA 99164 USA

Keyword(s): PHYSICAL SURROUNDINGS; BACKGROUND MUSIC; AMBIENT ODORS; MEMORY; MOOD; PERFORMANCE; IMPACT; CONSEQUENCES; PSYCHOLOGY; EXPERIENCE

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