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

Leenders, M, Smidts, A and El Haji, A 2019, '(In Press) Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers', Journal of Retailing and Consumer Services, vol. 48, pp. 270-280.


Document type: Journal Article
Collection: Journal Articles

Title (In Press) Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers
Author(s) Leenders, M
Smidts, A
El Haji, A
Year 2019
Journal name Journal of Retailing and Consumer Services
Volume number 48
Start page 270
End page 280
Total pages 11
Publisher Pergamon Press
Abstract This 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.
Subject Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Ambient scent
Supermarket
Time pressure
Field experiment
Shopper behavior
DOI - identifier 10.1016/j.jretconser.2016.05.007
Copyright notice © 2016 Elsevier Ltd.
ISSN 0969-6989
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