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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: The effect of ambient scent on consumers' perception, emotions, and behaviour: A critical review
Author(s): Teller, Christoph
Dennis, Charles
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Keywords: Ambient scent
Shopping Mall
Consumer Behaviour
Issue Date: Feb-2012
Citation: Teller C & Dennis C (2012) The effect of ambient scent on consumers' perception, emotions, and behaviour: A critical review, Journal of Marketing Management, 28 (1-2), pp. 14-36.
Abstract: The effect of olfactory stimuli on consumer behaviour has received little attention in marketing and retailing literature compared to other atmospheric cues. Researchers report ambiguous findings and shortcomings of measurement approaches. Based on a critical literature review, a field experiment in a regional shopping mall investigates the effectiveness of ambient scent. Before-and-after surveys of randomly-selected shoppers in experimental and control groups were conducted and different experimental designs simulated. Those designs not controlling either extraneous variables or attitudinal differences between control and experimental group reveal a positive effect on factors operationalising mall perception and consumers’ emotions. The design controlling both sources of bias indicates no impact of ambient scent on the dependent variables. None of the behavioural variables were affected in any case. This paper questions prior findings on the effectiveness of ambient scent in a shopping mall environment and calls for more rigour in investigating the effectiveness of atmospheric stimuli in general.
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Rights: This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. Published in Journal of Marketing Management by Taylor & Francis (Routledge) / Westburn Publishers Ltd.; This is an electronic version of an article published in Journal of Marketing Management, Vol. 28, No. 1-2, pp. 14-36. DOI: 10.1080/0267257X.2011.560719.

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