Proceedings of the 15th International Symposium on Management (INSYMA 2018)

A study of the impact and effectiveness of scent used for promotion of products and services with low olfactory affinity

Authors
Jun Kumamoto, Adi P. Tedjakusuma
Corresponding Author
Jun Kumamoto
Available Online March 2018.
DOI
https://doi.org/10.2991/insyma-18.2018.39How to use a DOI?
Keywords
scent marketing, olfactory affinity, purchase intention
Abstract
The paper objective is to analyze the impact of two studies on scent marketing and discuss the feasibility of scent as an effective promotional tool for business. The first study surveyed 45 undergraduate students in writing at three-time periods, and the second study orally surveyed shoppers using an Automated Teller Machine (ATM) adjusted to emit scent. Our research undertook the uniquely challenging measurement of the effectiveness of scent marketing when applied to products and services that have low olfactory affinity. Findings from Study 1 revealed that 17% (after 6 weeks) and 6% (after 12 weeks) of participants accurately recognized a past-administered scent. Study 2 showed that 15% of the interviewees detected the scent flow around the machine at the time of exposure. This concludes that scent, can foster customers to create positive attitudes and positively impact purchase intention toward products and services even in the absence of scent affinity
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This is an open access article distributed under the CC BY-NC license.

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Volume Title
Proceedings of the 15th International Symposium on Management (INSYMA 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
March 2018
ISBN
978-94-6252-475-0
ISSN
2352-5398
DOI
https://doi.org/10.2991/insyma-18.2018.39How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Jun Kumamoto
AU  - Adi P. Tedjakusuma
PY  - 2018/03
DA  - 2018/03
TI  - A study of the impact and effectiveness of scent used for promotion of products and services with low olfactory affinity
BT  - Proceedings of the 15th International Symposium on Management (INSYMA 2018)
PB  - Atlantis Press
SP  - 158
EP  - 161
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-18.2018.39
DO  - https://doi.org/10.2991/insyma-18.2018.39
ID  - Kumamoto2018/03
ER  -