Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences

Effects of a product display and environmental fragrancing on approach responses and pleasurable... The effects of atmospherics (i.e., a product display, pleasant and (in)appropriate ambient fragrances) on approach responses toward a product (global attitude, purchase intention, estimated price, and price the customer is willing to pay) and pleasurable experiences (sensory, affective, and cognitive pleasure) were investigated. In addition, the mediating effects of sensory, affective, and cognitive pleasure on approach responses toward a product were examined. Statistical analysis of responses of 109 female subjects each randomly assigned to one of four treatments showed that the appropriately fragranced display generated the most positive effect on approach responses and pleasurable experiences. A component of cognitive pleasure (seeing oneself in a fantasy) and multisensory pleasure mediated two approach responses: attitude toward the product and purchase intention. Findings suggest the importance of combining a display with environmental fragrancing as a marketing tool, but careful selection and application of environmental fragrances are required. © 2000 John Wiley & Sons, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences

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Publisher
Wiley
Copyright
Copyright © 2000 John Wiley & Sons, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/(SICI)1520-6793(200001)17:1<27::AID-MAR3>3.0.CO;2-C
Publisher site
See Article on Publisher Site

Abstract

The effects of atmospherics (i.e., a product display, pleasant and (in)appropriate ambient fragrances) on approach responses toward a product (global attitude, purchase intention, estimated price, and price the customer is willing to pay) and pleasurable experiences (sensory, affective, and cognitive pleasure) were investigated. In addition, the mediating effects of sensory, affective, and cognitive pleasure on approach responses toward a product were examined. Statistical analysis of responses of 109 female subjects each randomly assigned to one of four treatments showed that the appropriately fragranced display generated the most positive effect on approach responses and pleasurable experiences. A component of cognitive pleasure (seeing oneself in a fantasy) and multisensory pleasure mediated two approach responses: attitude toward the product and purchase intention. Findings suggest the importance of combining a display with environmental fragrancing as a marketing tool, but careful selection and application of environmental fragrances are required. © 2000 John Wiley & Sons, Inc.

Journal

Psychology & MarketingWiley

Published: Jan 1, 2000

References

  • Environmental color, consumer feelings, and purchase likelihood
    Bellizzi, Bellizzi; Hite, Hite
  • The effects of background music on consumers' desire to affiliate in buyer–seller interactions
    Dubé, Dubé; Chebat, Chebat; Morin, Morin
  • Effects of ambient odors on slot‐machine usage in a Las Vegas casino
    Hirsch, Hirsch
  • Emotional state, physical well‐being, and performance in the presence of feigned ambient odor
    Knasko, Knasko; Gilbert, Gilbert; Sabini, Sabini

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