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

Language: English

Published by VDM Verlag Dr. Müller, 2010

3639314476 / 9783639314472

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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nach der Bestellung gedruckt Neuware - Printed after ordering - 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.

Seller Inventory # 9783639314472

Title
Scent Marketing: : The Effectiveness of Complex vs. Simple Scents
Author
Patrick Leimgruber
Publisher
VDM Verlag Dr. Müller
Publication year
2010
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3639314476
ISBN 13
9783639314472
Item weight
150 grams
Dimensions
220x150x5 mm

AHA-BUCH GmbH

Einbeck, Germany

5-star seller

AbeBooks seller since August 14, 2006

Shipping rates from Germany to U.S.A.

Item5 to 7 business days7 to 10 business days
First itemUS$ 35.36US$ 35.36
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AHA-BUCH GmbH

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Einbeck, Germany 37574