The Effect of Ambient Scents on Consumer Responses: Consumer Type and His Accompaniment State as Moderating Variables

Abstract

The aim of this research is to study the effect of ambient scents on consumers' responses and in particular the moderating effect of consumer type (hedonic vs utilitarian) and his accompaniment state (accompanied vs single).An experiment was conducted in a real business context (NIKE store), where 400 customers were surveyed. The results indicate that a pleasant ambient scent improves evaluation of store environment, products, quality of services provided, the level of pleasure experienced, the level of stimulation, their intention to revisit the store and customers' spending. However, ambient scents have no effect on the real time spent in the store. Finally, in the presence of an ambient scent, it was found that hedonic customers intend more to revisit the store than utilitarian ones and that accompanied customers tend to spend more and have more fun shopping than single customers.

Fitness Centers Ambience-Customer Behavioral Intentions Relationship: The Mediating Role of Customer Emotional States

“…Ambient conditions in fitness centers were evidenced to be a significant predictor of customer intentions to spread positive word of mouth and to renew their membership with the fitness center in the future. This is in line with the findings of previous empirical studies (Bouzaabia, 2014;Lim, et al, 2020;Shashikala & Suresh, 2013). Ong and Yap (2017) for instance, found individual behavioral intentions to be significantly affected by the physical dimension including ambient factors of the servicescape.…”

“…Ong and Yap (2017) for instance, found individual behavioral intentions to be significantly affected by the physical dimension including ambient factors of the servicescape. Likewise, the findings of Bouzaabia (2014) indicated that customers show greater revisit intentions for stores with pleasant ambient scents. Ambient conditions were also reported as a critical determinant of customer loyalty (Shashikala & Suresh, 2013).…”

Exploring the Features of Sustainable Urban Form and the Factors that Provoke Shoppers towards Shopping Malls

“…The higher the level of satisfaction among shoppers, the greater the intension of revisiting. Therefore, consumption always has a positive sign for shopping malls [79].…”

Beş Duyu Kullanımı ile Duyusal Markalama: Tüketici Tutumlarını Belirleme Üzerine Bir Odak Grup Çalışması

“…Alpert ve diğerleri ( 2005), müziğin ürünler üzerinde sembolik anlamlar ve duygular çağrıştırması nedeniyle tüketici satın alma davranışlarını etkilediği sonucuna varmışlardır. Bouzaabia (2014), güçlü bir ikna edici olan hoş bir ortam kokusunun ürünlerin, sunulan hizmetlerin kalitesini, deneyimlenen zevk düzeyini, mağaza algısını ve müşterilerin satın alma niyetlerini iyileştirdiğini ortaya koymuştur. Klatzky ve Peck (2012), ürün özelliklerinin dokunmaya elverişli olduğu durumlarda, dokunma ihtiyacı sayesinde müşterilerin tüketim motivasyonlarının buna yönelik olarak etkilendiğini belirlemiştir.…”