Aromachology and Customer Behavior in Retail Stores: A Systematic Review

Giacalone, Davide; Pierański, Bartłomiej; Borusiak, Barbara

doi:10.3390/app11136195

Cited by 4 publications

(3 citation statements)

References 54 publications

(109 reference statements)

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“…Scents may be used to differentiate the brand in an increasingly competitive market where the usual marketing mix is not sufficient (an example being major clothing chains such as Abercrombie & Fitch and hotel companies such as Marriot being noted for their signature scents), as well as generally to provide better in-store experiences to their customers and increase their spending and likelihood of revisiting the store [4].…”

Section: Scent Marketing Theoretical Aspectsmentioning

confidence: 99%

Scent Marketing Effects on Consumer Perceptions and Behavior

Juozenaite¹

2023

TEMEL

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The article analyzes the concept of scent marketing, the effects of scent on consumers' perceptions, and reviews the effects of scent on consumers' behavior. Scent marketing is a way of sensory marketing. Scents can be applied in various forms of a product to differentiate, position, and strengthen a brand and its image. Fragrance helps to create a first impression and can affect feelings, emotions, and behavior subconsciously. Consumers semantically connect certain scents to warm sensations, while relating others to cold sensations. Scent manipulations lead consumers to feel warmer or cooler, also scents affect consumers' food consumption behavior, potential voters' preferences, and perception of the environment. Scent positively influences consumers' willingness to pay a price premium, and purchase more premium brands. The right scent can tempt customers to spend longer at a business. Scent marketing plays a role in making the environment more effective, which is why some brands patented their signature fragrances. A signature scent that fits with the brand can evoke positive emotional responses, make customers recall their experiences, and distinguish the brand from its competitors.

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Section: Scent Marketing Theoretical Aspectsmentioning

confidence: 99%

Scent Marketing Effects on Consumer Perceptions and Behavior

Juozenaite¹

2023

TEMEL

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“…Several studies have identified reactions to the smell of approach, such as stronger intentions to visit the store, to spend more time in it, and to seek diversity [23] and a willingness to pay a higher price and to spend a longer time viewing the goods [24][25][26][27]. Knowledge on the effectiveness of aromachology in influencing actual customer behaviour and ultimately increasing turnover is equally incomplete, as published results are often based on a highly controlled laboratory environment rather than a real business environment [28]. As mentioned above, customer reactions to odours can be the result of automatic and unconscious cognitive processes that occur without their knowledge [29].…”

Section: Olfactory Atmosphericsmentioning

confidence: 99%

Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume

et al. 2022

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The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere. How smell affects customer behaviour and purchasing decisions is addressed by a relatively young scientific field, one of the existing kinds of sensory marketing—aroma marketing, otherwise called aromachology. Smell has mainly a subconscious influence; therefore, its examination is appropriate to be carried out using consumer neuroscience tools. This paper examined the perception of the shopping atmosphere in Slovak grocery shops and comprehensive interdisciplinary research on the impact of selected aromatic compounds on the cognitive and affective processes of the consumer, as well as the evaluation of the effectiveness of their implementation in food retail establishments. At the end of the paper, we recommend the possibilities of effective selection and the implementation of aromatisation of different premises, by which the retailer can achieve not only a more positive perception of the shopping atmosphere, but also an increase in retail turnover in individual sales sections.

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“…Papers and research focusing on methodological issues and technological solutions for aromachology are becoming the topics of interest in scientific journals and publications, too (for more information, see Berčík et al, 2021aBerčík et al, , 2021bBerčík et al, , 2020aBerčík et al, , 2019Čarnogurský et al, 2021;Giacalone et al, 2021;Girona-Ruíz et al, 2021;Panovská et al, 2021).…”

Section: Electroencephalographymentioning

confidence: 99%

The use of consumer neuroscience in aroma marketing

Berčík¹,

Gálová²,

Pavelka³

2021

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brain and help in deciding on the next purchase. In this way, the senses evoke emotions or feelings that indirectly decide on the selection or purchase of the product (Srivastava and Singh, 2011).The impact of sensory marketing on the senses can be subtle, which is why consumers do not perceive them as a marketing message and do not react with the usual resistance as in the case of advertising and similar promotions. For example, Hershey's has long realised that the pleasure that people get when unwrapping the chocolate turns an ordinary sweet into a special experience. Another example is Olay Regenerist thermal skin products, designed to generate heat when applied (in spite of the fact that heat is not needed for them to be working), signalling in such a way that they are actually working. Car manufacturers have also not neglected the senses, and the 2014 BMW M5 emitted and amplified the engine sounds through the car's sound system, even when the system was switched off. The goal was to improve the sporty feel of this car (HBR, 2015).The main goal of sensory marketing is therefore to use the consumer sensory perception, in order to evoke a positive experience with the emotional connection to selected factors, such as the point of sale, brand, product, or service (Nadányiová, 2017). Marketers are trying to use various information encoded by all senses to communicate with their potential target customers (Nghiêm-Phú, 2017).Senses can be understood as physical means that allow to see, smell, hear, taste, and touch. For all living beings, information is gathered about the outside world as well as inside within their body through their senses, so these become extremely important. Our five main sense organs include the eyes, nose, ears, tongue, and skin (Srivastava and Singh, 2011).According to Hussain (2019), we recognise the following elements of sensory marketing based on human senses: ▶ the sense of sight -visual marketing; ▶ the sense of hearing -auditory marketing; ▶ the sense of smell -olfactory marketing; ▶ the sense of touch -tactile marketing; ▶ the sense of taste -gustative marketing.Visual marketing is focused on the use of sight in marketing. Sight is still quite often considered the most important sense in marketing communication. Consumer perception is greatly influenced by general shapes, colours, design, lighting, or aesthetics, especially in the case of specific visual aspects (Kuczamer-Kłopotowska, 2017). Neuroscientists claim that

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Aromachology and Customer Behavior in Retail Stores: A Systematic Review

Cited by 4 publications

References 54 publications

Scent Marketing Effects on Consumer Perceptions and Behavior

Scent Marketing Effects on Consumer Perceptions and Behavior

Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume

The use of consumer neuroscience in aroma marketing

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