Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences

Author(s): Yah, X. L., Yoh, E.

Journal/Book: Psychol Market. 2000; 17: 605 Third Ave, New York, NY 10158-0012, USA. John Wiley & Sons Inc. 27-54.

Abstract: The effects of atmospherics (i.e., a product display, pleasant and lin]appropriate ambient fragrances) on approach responses toward a product (global attitude, purchase intention, estimated price, and price the customer is willing to pay) and pleasurable experiences (sensory, affective, and cognitive pleasure) were investigated. In addition, the mediating effects of sensory, affective, and cognitive pleasure on approach responses toward a product were examined. Statistical analysis of responses of 109 female subjects each randomly assigned to one of four treatments showed that the appropriately fragranced display generated the most positive effect on approach responses and pleasurable experiences. A component of cognitive pleasure (seeing oneself in a fantasy) and multisensory pleasure mediated two approach responses: attitude toward the product and purchase intention. Findings suggest the importance of combining a display with environmental fragrancing as a marketing tool, but careful selection and application of environmental fragrances are required.

Note: Article Fiore AM, Iowa State Univ, 1052 LeBaron Hall, Ames,IA 50011 USA

Keyword(s): HEDONIC CONSUMPTION; STORE ATMOSPHERE; BACKGROUND MUSIC; AMBIENT ODOR; BEHAVIOR; IMAGERY; CONSEQUENCES; INTENTIONS; QUALITY; MOOD

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