Scent Marketing:: The Effectiveness of Complex vs. Simple Scents - Image 1

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VDM Verlag Scent Marketing:: The Effectiveness of Complex vs. Simple Scents

Name: Scent Marketing:: The Effectiveness of Complex vs. Simple Scents
Brand: VDM Verlag
Price: 41.0 GBP
Availability: InStock

Call Centre Management

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Description

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.

Product Specifications

Brand: VDM Verlag
Format: paperback
ASIN: 3639314476
Category: Books > Subjects > Business, Finance & Law > Management > Call Centre Management
Domain: Amazon UK
Release Date: 03 December 2010
Listed Since: 06 December 2010

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VDM Verlag Scent Marketing:: The Effectiveness of Complex vs. Simple Scents

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