The Simple (and Complex) Effects of Scent on Retail Shoppers: Processing Fluency and Ambient Olfactory Stimuli
Journal
Advances in Consumer Research
ISSN
0098-9258
Type
journal article
Date Issued
2010
Author(s)
Abstract
Research in marketing suggests that customers within a retail store can be influenced by ambient scents. Unfortunately, there have been few theoretical explanations offered for observed effects. The major goal of this paper is to explore how ambient scent impacts expenditures and the extent to which specific characteristics of the olfactory cue itself plays a role. In particular, we propose
that the ease with which olfactory cues are processed (i.e., processing
fluency) will affect how such cues influence customer behavior. According to processing fluency, stimuli that are easier processing will trigger positive affect, which in turn will result in greater liking of a stimulus and other positive outcomes (e.g., increased spending in the presence of such a cue). In this research, we examine the perceived ease of processing of a simple versus complex olfactory
cue, such that ease of processing effects are significantly stronger for simple, rather than for complex, scents (stimulus complexity is a traditional manipulation of processing fluency). To provide insights in the underlying process and support a processing fluency explanation, we explore the mediating role of affective responses on the observed effects.
that the ease with which olfactory cues are processed (i.e., processing
fluency) will affect how such cues influence customer behavior. According to processing fluency, stimuli that are easier processing will trigger positive affect, which in turn will result in greater liking of a stimulus and other positive outcomes (e.g., increased spending in the presence of such a cue). In this research, we examine the perceived ease of processing of a simple versus complex olfactory
cue, such that ease of processing effects are significantly stronger for simple, rather than for complex, scents (stimulus complexity is a traditional manipulation of processing fluency). To provide insights in the underlying process and support a processing fluency explanation, we explore the mediating role of affective responses on the observed effects.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Association for Consumer Research
Publisher place
Valdosta GA
Volume
2010
Number
37
Start page
638
End page
639
Pages
2
Subject(s)
Division(s)
Eprints ID
208994