Unlocking competitiveness through scent names: A data-driven approach

Meng, Hua; Zamudio, César; Jewell, Robert D.

doi:10.1016/j.bushor.2018.01.004

Cited by 5 publications

(4 citation statements)

References 15 publications

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“…Note that managers must adopt the insights from this paper while closely monitoring market segmentation. This is because consumers that can form olfactory imagery are likely to be imaginative and curious; yet others might be more analytical consumers who prefer specific information, or might even prefer unscented products (Meng et al , 2018).…”

Section: Discussionmentioning

confidence: 99%

“…Thus, multiple memories of the lavender scent will result in a relatively small number of RUs and an olfactory image consisting of primarily lavender scents. Note that familiarity reflects consumer’s prior experiences with different scent brand names, while scent name specificity is related to how a verbal cue is constructed, which is typically a strategic marketing decision (Meng et al , 2018). Consumers may be familiar with both specific and general scent brand names and be able to generate olfactory imagery accordingly, but the number of RUs included in the olfactory imagery will be different depending on name specificity.…”

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

“…For example, Caress, one of Unilever’s body wash brands, assigns its products abstract scent brand names such as “Tempting Whisper” or “Love Forever” to encourage sales. Conversely, Herbal Essences, one of P&G’s most successful shampoo lines, became iconic after launching shampoos with specific wildflower scent brand names (McGrath, 2018) such as “Rose” and “Passion Flower.” Scented-product managers understand that product judgment depends not only on scent pleasantness, but also on verbal cues, such as a product’s scent brand name, and thus are of strategic importance (Meng et al , 2018).…”

Section: Introductionmentioning

confidence: 99%

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What’s in a name? Scent brand names, olfactory imagery, and purchase intention

Meng

Zamudio

Jewell

2020

JPBM

Self Cite

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Purpose This paper aims to examine how olfactory imagery, triggered by scent brand names prior to smelling, influences scented-product purchase intention. Design/methodology/approach Five studies were conducted. Logistic regression analysis was used to predict likelihood of olfactory imagery formation. ANOVA and t-test analyses were used for scent brand name group comparisons, and serial mediation analysis was used to test how scent brand names impact purchase intention through olfactory imagery vividness and the (dis)confirmation between imagined (i.e. expected) and experienced scents. Findings Scent name familiarity stimulates olfactory imagery formation. Scent brand name specificity (e.g. “Lavender Bouquet” vs. “Floral Bouquet”) influences purchase intention, with specific names leading to lower purchase intention, because they generate vivid olfactory imagery and induce a disconfirmation between imagined and experienced scents. Practical implications Branding scents on products should be a strategic product design decision. Surprisingly, although specific scent brand names trigger vivid olfactory imagery and precise scent expectations, they mitigate purchase intention and thus are riskier. General scent brand names are safer. Originality/value This research contributes by extending the literature on the effect of verbal cues on scent perception by considering the role of scent brand name specificity on purchase intent. It also adds to work on how olfactory imagery influences purchase intention by incorporating olfactory imagery vividness. Finally, it proposes and tests an underlying cognitive mechanism to explain the relationship between scent brand names and purchase intention.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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What’s in a name? Scent brand names, olfactory imagery, and purchase intention

Meng

Zamudio

Jewell

2020

JPBM

Self Cite

View full text Add to dashboard Cite

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“…Ceri (2018) describes the evolution described in the Fourth Paradigm book as phases that lead to a data-driven approach. This term already appears in many works and forms the basis of research and inference methodology (Arunachalam & Kumar, 2018;Hu K. et al, 2019;Huang et al, 2018;Meng et al 2018), based on the achievements of work in the field of data science. This approach intentionally raises the rank of data throughout the entire research process.…”

Section: The Importance Of Data In Knowledge Discoverymentioning

confidence: 99%

Managing Data in Digital Marketing

Szymkowiak¹

2019

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In Chapter 3, a discussion was undertaken about the merits of distinguishing data science as an area of science and the perception of data science due to the progress of computational possibilities. The historical outline of data science was discussed, along with a reference to the data-driven approach. An additional problem raised in this chapter relates to determining the role of the scientist in the process of knowledge discovery. Moreover, in the context of the development of the tooling and methodological apparatus based on analytical autonomous operation. Various areas of data science were characterized, and traditional and modern methods were compared in the process of knowledge discovery, also showing the relationship between individual elements based on the knowledge pyramid. In addition, areas of marketing where data mining

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Durable goods with secondary markets

Nie

Wang

Wen

et al. 2021

Journal of Applied Economics

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This article captures the effects of secondary markets on the durable goods with game theory technology. Firstly, under monopoly in production, secondary markets both improve the producer's profits and extend the market size. Secondly, to improve the profits, the producer launches the secondary markets although he/she undertakes a loss in the secondary markets. Thirdly, under large preference (wealth) difference, the producer prices as a type of luxury. Finally, the conditions about the producer pricing are identified. In summary, this article establishes the general framework of durable goods. The wealth difference is considered to analyze the effects of wealth on the demand of both the new product market and the secondary markets. The producer's optimal decisions depend on the number of all types of consumers. Both the wealth difference and the number of all types of consumers jointly determine the price of new and used goods.

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Unlocking competitiveness through scent names: A data-driven approach

Cited by 5 publications

References 15 publications

What’s in a name? Scent brand names, olfactory imagery, and purchase intention

What’s in a name? Scent brand names, olfactory imagery, and purchase intention

Managing Data in Digital Marketing

Durable goods with secondary markets

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