The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands

Morrin, Maureen; Ratneshwar, S.

doi:10.1016/s0148-2963(99)00006-5

Cited by 230 publications

(176 citation statements)

References 19 publications

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“…Scent is a pleasant fragrance that influences customer mood and emotions which make the customers stay more time and feel excited (Banat & Wandebori, 2012). Right use of scents improves evaluations of products that are unfamiliar or not well liked (Morrin & Ratneshwar, 2000). Scent has a major effect on how consumer evaluates the merchandise (Spangenberg, Sprott, Grohmann, & Tracy, 2006) Customers spend more time in shopping when the environment contains good music and scent (Yalch, Richard, Eric, & Spangenberg, 2000).…”

Section: Scentmentioning

confidence: 99%

Effect of Store Atmosphere on Consumer Purchase Intention

Hussain¹,

Ali²

2015

IJMS

103

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This paper aimed at identifying the effects of atmosphere on the consumer purchase intention in international retail chain outlets of Karachi, Pakistan. This was the first study, which investigated the collective impact of atmospheric variables at one point in time on purchase intention. This research was causal in nature. A sample of 300 consumers was taken who usually visited these outlets. Data was collected through a well-structured questionnaire and analyzed through regression analysis. Research findings indicate that atmospheric variables such as cleanliness, scent, lighting, and display/layout have a positive influence on consumers' purchase intention; whereas music and color have insignificant impact on consumers' purchase intention. The temperature has almost no impact on the purchase intention of the consumers. This study has important implication for Practitioners and Academicians.

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Section: Scentmentioning

confidence: 99%

Effect of Store Atmosphere on Consumer Purchase Intention

Hussain¹,

Ali²

2015

IJMS

103

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“…Some initial work has examined the effects of scent on memory (Morrin andRatneshwar 2000, 2003), but these efforts have focused exclusively on the effects of ambient scent rather than product scent. Yet the use of product scent would appear to be much more widespread in the marketplace.…”

Section: John Deighton Served As Editor and Laura Peracchio Served Asmentioning

confidence: 99%

“…Some limited consumer research has looked at the effects of ambient scent on memory (Morrin and Ratneshwar 2003;Smith, Standing, and De Man 1982). Most of these studies, however, have also looked at contextual reinstatement effects, that is, whether the presence of scent at both the time of encoding and the time of retrieval improves memory (Smith et al 1982), and they have utilized ambient scents rather than those associated with a single object in the environment (Morrin and Ratneshwar 2003;Smith et al 1982).…”

Section: Scent Recognition and Scent Memorymentioning

confidence: 99%

Product Scent and Memory

Krishna¹,

Lwin²,

Morrin³

2010

J Consum Res

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142

102

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Scent research has focused primarily on the effects of ambient scent on consumer evaluations. We focus instead on the effects of product scent on consumer memories. For instance, if a pencil or a facial tissue is imbued with scent (vs. not), recall for the brand's other attributes increases significantly-with the effects lasting as much as 2 weeks after exposure. We also find that product scent is more effective than ambient scent at enhancing memory for product information. We suggest that this may be because, with product (ambient) scent, scent-related associations are focused on a single object (are diffused across multiple objects) in the environment. In support, we find that the memory effects are driven by the number of product/scent-related associations stored in long-term memory. The results suggest that, although ambient scent has received the bulk of attention from researchers and managers in recent years, greater focus on product scent is warranted.T he actions of firms in recent years suggest that imbuing products with scents can enhance brand equity. Firms have sought scent-based trademarks for products such as sewing thread (Brookman 1999), automobile tires (Carter 1995), and tennis balls (Bird 2000). Are such trademark protection efforts worthwhile? We attempt to answer this question by exploring the effect of product scent on consumers' ability to remember product information over time.To date, consumer research on scent has focused primarily on the effects of scent on product evaluation (Bone and Ellen 1999;Bone and Jantrania 1992;Bosmans 2006;Laird 1932;Mitchell, Kahn, and Knasko 1995;Spangenberg, Crowley, and Henderson 1996) as well as lingering time (Spangenberg et al. 1996) (Mitchell et al. 1995). Some initial work has examined the effects of scent on memory (Morrin andRatneshwar 2000, 2003), but these efforts have focused exclusively on the effects of ambient scent rather than product scent. Yet the use of product scent would appear to be much more widespread in the marketplace. Moreover, product scent may be particularly effective at enhancing memory for product information as a function of its ability to enhance a product's distinctiveness within its surrounding context. Specifically, we show that, when products are scented (vs. not), consumers are more likely to remember information about those products. This occurs even though the product scent is not reintroduced at the time of recall and even when memory is assessed as much as 2 weeks after product exposure. In exploring the process at work for this effect, we show that the number of scent-related thoughts available at the time of information retrieval mediates the effect of the product scent on memory for product information. Additionally, ambient scent is not found to exhibit a similar effect on memory for an individual product, and we argue that this is due to a product scent's ability to make a product perceptually distinctive within its environment. We rule out alternative explanations for a product scent's effect on memory, name...

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“…Gulas and Bloch (1995) point out that scents influence consumers in different ways, not only attract the customers, but also, disgust them, and, therefore, consumers refuse to shop or spend time in a particular store (so-called avoidance behavior). It is proposed that having a pleasant scent may result in positive affective or behavioral responses, while having an unpleasant odor may result in negative emotional or behavioral responses (Mitchell et al, 1995;Bone and Ellen 1999;Morrin and Ratneshwar 2000).…”

Section: Archives Of Business Research (Abr)mentioning

confidence: 99%

A case of hedonic perception of foreigners towards Chinese culture-specific odors from scent marketing perspective

Vinnikova

2016

ABR

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In a modern day competitive business environment, retailers can not rely only on conventional forms of marketing. It is important to find new original ways to influence the consumers. That is why many retailers turn to a new area of marketing called sensory marketing. The present study uses scent marketing techniques to investigate hedonic perception and verbal affective response of foreigners towards Chinese culture-specific odors. Our research has employed participants from over 40 countries to analyze the perception of Chinese odors. In this study, we attempt going beyond the stimulus-organism-response (SOR) model. Our findings reveal that culture, ethnic origin, duration of stay and association with Chinese culture are important variables in culture-specific odor perception. We further claim that consumer perception of smell is moderated by past experience and self-association with the culture. Our results suggest that odor affective response involves a complex emotional process. These emotions, are formed by the amount of interactions with a particular odor and context in which the odor is experienced.

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The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands

Cited by 230 publications

References 19 publications

Effect of Store Atmosphere on Consumer Purchase Intention

Effect of Store Atmosphere on Consumer Purchase Intention

Product Scent and Memory

A case of hedonic perception of foreigners towards Chinese culture-specific odors from scent marketing perspective

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