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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/15305

Title: Smelling the books: The effect of chocolate scent on purchase-related behavior in a bookstore
Authors: DOUCE, Lieve
Poels, Karolien
JANSSENS, Wim
De Backer, Charlotte
Issue Date: 2013
Citation: JOURNAL OF ENVIRONMENTAL PSYCHOLOGY, 36, p. 65-69
Abstract: The aims of this research were to (1) explore the different effects of an ambient scent of chocolate on general approach versus goal-directed behavior, and (2) investigate whether an ambient chocolate scent diffused in a retail environment has a positive effect on consumers’ behavior toward thematically congruent products. A field study with 201 participants shows that a chocolate scent positively influences general approach behavior and negatively influences goal-directed behavior in a bookstore. Moreover, when gender is controlled for, the chocolate scent improves approach and buying behavior toward thematically congruent books and decreases approach and buying behavior toward incongruent books. Sales figures also provide some indicative support for the findings.
Notes: Douce, L (reprint author), Hasselt Univ, Fac Business Econ, Dept Mkt & Strategy, Campus Diepenbeek,Agoralaan Bldg D, BE-3590 Diepenbeek, Belgium. lieve.douce@uhasselt.be; Karolien.Poels@ua.ac.be; wim.janssens@uhasselt.be; Charlotte.DeBacker@ua.ac.be
URI: http://hdl.handle.net/1942/15305
DOI: 10.1016/j.jenvp.2013.07.006
ISI #: 000330335900008
ISSN: 0272-4944
Category: A1
Type: Journal Contribution
Validation: ecoom, 2015
Appears in Collections: Research publications

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