Scent Marketing:: The Effectiveness of Complex vs. Simple Scents - Couverture souple

Leimgruber, Patrick

Couverture souple

ISBN 10 : 3639314476 ISBN 13 : 9783639314472

Editeur : VDM Verlag, 2010

Synopsis

The importance of store environment, which enhances the shopping experience of consumers and therefore increases sales, has long been understood by retailers. Past research has shown that music, design and other ambient characteristics of a store can significantly alter consumer behavior. More recent research has also shown that pleasant scents are capable of altering the consumer's perception of the store environment. While previous research has primarily focused on whether or not scents have an effect on the consumer, the goal of this study was to investigate if and how different scents may provoke different consumer reactions in a store environment. Over three hundred people were exposed to scents of different complexity levels. These findings corroborate with previous research in that they confirm that odors are capable of altering behaviour, while furthering our theoretical knowledge about the impact and importance of odor complexity.

A propos du livre

À propos de l'auteur

Patrick Leimgruber, born in Basel, Switzerland in 1984, studied Business Administration as well as Marketing, Services and Communication Management at the University of St. Galllen. Growing up in several different countries, including Venezuela and the USA, have exposed Patrick Leimgruber to many different managerial and marketing cultures.

Détails de l'édition

• Éditeur: VDM Verlag
• Date d'édition: 2010
• Langue: anglais
• ISBN 10: 3639314476
• ISBN 13: 9783639314472
• Reliure: Broché
• Nombre de pages: 88
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible