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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/17630

Title: Influencing consumer reactions towards a tidy versus a messy store using pleasant ambient scents
Authors: Douce, Lieve
Janssens, Wim
Swinnen, Gilbert
Van Cleempoel, Koenraad
Issue Date: 2014
Abstract: Although retailers know that consumers do not like cluttered stores, messy layouts are sometimes inevitable. This research examines whether diffusing pleasant scents can overcome consumers' negative response to a messy store. Specifically, this study investigates the effect of pleasant scents (un)related to neatness on consumer evaluations of a tidy versus a messy store. An experiment with 198 respondents revealed that a pleasant scent not associated with neatness functions as a positively valenced prime, causing consumers to evaluate the products in the tidy store more positively than the products in the messy store. Additionally, when diffused in a messy store, a pleasant ambient scent has a negative effect on consumers' product evaluation, because of a mismatch between the pleasant scent and the unpleasant messy layout. However, this negative effect can be canceled out by diffusing a pleasant scent that is associated with neatness.
Notes: [Douce, Lieve; Janssens, Wim; Swinnen, Gilbert] Hasselt Univ, Fac Business Econ, Dept Mkt & Strategy, BE-3590 Diepenbeek, Belgium. [Van Cleempoel, Koenraad] Hasselt Univ, Fac Arts & Architecture, BE-3590 Diepenbeek, Belgium.
URI: http://hdl.handle.net/1942/17630
DOI: 10.1016/j.jenvp.2014.09.002
ISI #: 000347582500034
ISSN: 0272-4944
Category: A1
Type: Journal Contribution
Validation: ecoom, 2016
Appears in Collections: Research publications

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