Can Ambient Scent Enhance the Nightlife Experience?

Schifferstein, Hendrik N.J.; Talke, Katrin; Oudshoorn, Dirk-Jan

doi:10.1007/s12078-011-9088-2

Cited by 44 publications

(29 citation statements)

References 40 publications

(64 reference statements)

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“…Schifferstein et al [23] reported that the release of ambient scent (orange, seawater, or peppermint) to cover up the unpleasant scent in a dance club provided an effective means of improving people's evaluation of the evening (see also the review by Spence [11] for earlier studies of the influence of fragrance release in a variety of commercial spaces).…”

Section: On the Unisensory Manipulation Of The Atmospherementioning

confidence: 99%

Assessing the influence of the multisensory environment on the whisky drinking experience

Velasco

Jones²,

King³

et al. 2013

Flavour

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Background: Flavor perception depends not only on the multisensory integration of the sensory inputs associated with the food or drink itself, but also on the multisensory attributes (or atmosphere) of the environment in which the food/drink is tasted. We report two experiments designed to investigate whether multisensory atmospheric cues could be used to influence the perception of a glass of whisky (that is, a complex but familiar product). The pre-test (experiment 1) was conducted in the laboratory and involved a sample of 18 participants (12 females, 5 males, and 1 who did not specify gender), while the main study (experiment 2) was conducted at a large purpose-designed whisky-tasting event held in London, and enrolled a sample of 441 participants (165 female, 250 male, and 26 who failed to specify their gender). In the main experiment, participants were exposed to three different multisensory atmospheres/rooms, and rated various attributes of the whisky (specifically the nose, the taste/flavor, and the aftertaste) in each room. Results: Analysis of the data showed that each multisensory atmosphere/room exerted a significant effect on participants' ratings of the attributes that the atmosphere/room had been designed to emphasize (namely grassiness, sweetness, and woodiness). Specifically, the whisky was rated as being significantly grassier in the Nose ('grassy') room, as being significantly sweeter in the Taste ('sweet') room, and as having a significantly woodier aftertaste in the Finish ('woody') room. Overall, the participants preferred the whisky when they tasted it in the Finish room. Conclusions: Taken together, these results further our understanding of the significant influence that a multisensory atmosphere can have on people's experience and/or enjoyment of a drink (in this case, a glass of whisky). The implications of these results for the future design of multisensory experiences are discussed.

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Section: On the Unisensory Manipulation Of The Atmospherementioning

confidence: 99%

Assessing the influence of the multisensory environment on the whisky drinking experience

Velasco

Jones²,

King³

et al. 2013

Flavour

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“…Through close cooperation with store managers, scent experts from the food industry, and by using the latest diffusion technology we implement specific diffusion strategies and test them in terms of effectiveness in a supermarket context. Congruency between the expert selected simple scent and the environment is considered important to elicit predominantly a mood effect (Mattila and Wirtz, 2001;Schifferstein et al, 2011). Secondly, we explore the moderating effects of shopper characteristics such as age and gender, and we test whether the detrimental effects of a shopper's time pressure can be alleviated by the application of a congruent ambient scent.…”

Section: Introductionmentioning

confidence: 99%

Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers

Leenders

Smidts

Haji

2019

Journal of Retailing and Consumer Services

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a b s t r a c tThis research aims to study the effect of a carefully selected congruent and simple ambient scent in a real-world supermarket setting. Specifically, we study how different levels of scent intensity affect shopper's mood, behavior and evaluations in a space with naturally occurring scents. Using electrostatic aroma diffusers, we apply a carefully selected melon scent at three different intensity levels in a large store of a major supermarket operator. The results show that, in the condition with high scent intensity, the scent has a significant positive effect on shopper's store evaluations, time spent in store and store level sales. We provide evidence that mood is, as expected, a strong mediator of the effect of scent on positive evaluations. We also find that scent, used as a mood inducer, is especially effective for hurried shoppers. Interestingly, in terms of general mood inducement, we find that shoppers tend to overestimate the amount of time spent shopping at lower intensity levels and underestimate time spent shopping at high scent intensity levels. Implications for marketing and store management are discussed.

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“…Everything from the décor through to the background music, even the feel and smell of the restaurant, play a much more important role in our food and drink experiences than many of us realize (and as the evidence reviewed earlier in the chapter showed, it can even affect us when we do not realize that it does). The atmosphere sends a particular message; it can even serve as an affect-creating medium (from Kotler 1974; see also Schifferstein et al 2011). In fact, curators say that restaurants care more about their décor than ever before (Sharp 2013).…”

Section: Discussionmentioning

confidence: 99%

“…According to some authors, people eat less under red lighting. The sensory attributes of the environment may also influence a diner's mood (Evans 2002;Schifferstein et al 2011). When it comes to painting the entire room red, then the results can be even more dramatic.…”

Section: The Lightingmentioning

confidence: 99%