149456
Consumer Behavior - Senses: Smell,
Touch, Hearing, Taste & Sight
- 1. Congruency of ambient scent with the target product
influences consumer processing and decision making.
When ambient scent is congruent with product class,
consumers: a) Spend more time processing information; b)
are more holistic in their processing, c) are more likely to
make inferences, d) are more likely to spread their choices
over all options and e) are more likely to seek variety
(Mitchell, Kahn & Knasko, 1995)
- 2. Ambient scent (pleasant or neutral) positively influences
evaluations of the store and its products, and increases
purchase intentions. Consumers perceive having spend less
time in scented stores (Spanenberg, Crowley & Henderson,
1996)
- 3. Matching scent and music in their arousal
characteristics, resulted in higher approach behaviors,
higher evaluations of the store, impulsive buying and
satisfaction (Mattila & Writz, 2001)
- 4. Consumers perceived larger difference in
taste when the color of the product (orange
juice) was manipulated. Visual stimuli have
more influence in taste perceptions (Hoegg &
Alba, 2007)
- 5. Consumers who touch and feel a
film package evaluate the product
better and are willing to pay more
(Krishna & Morrin, 2007)
- 6. Product Scent increases long-term memory of
product information even after 2 weeks. Product
scent is more effective than ambient scent
(Krishna, Lwin & Morrin, 2009)
- 7. When scent and touch properties of a product
are congruent, haptic perceptions and product
evaluations are improved (Krishna, Elder & Caldara,
2010)
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