A study of the impact and effectiveness of scent used for promotion of products and services with low olfactory affinity
- 10.2991/insyma-18.2018.39How to use a DOI?
- scent marketing, olfactory affinity, purchase intention
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
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
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 - 10.2991/insyma-18.2018.39 ID - Kumamoto2018/03 ER -