✦ LIBER ✦

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

✍ Scribed by Ann Marie Fiore; Xinlu Yah; Eunah Yoh

Publisher: John Wiley and Sons
Year: 2000
Tongue: English
Weight: 106 KB
Volume: 17
Category: Article
ISSN: 0742-6046
DOI: 10.1002/(sici)1520-6793(200001)17:1<27::aid-mar3>3.0.co;2-c

No coin nor oath required. For personal study only.

✦ Synopsis

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.

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