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Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers

机译:超市中作为环境诱因的环境气味:气味强度和购物者时间压力的作用

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This research aims to study the effect of a carefully selected congruent and simple ambient scent in a real-world supermarket setting. Specifically, we study how different levels of scent intensity affect shopper's mood, behavior and evaluations in a space with naturally occurring scents. Using electrostatic aroma diffusers, we apply a carefully selected melon scent at three different intensity levels in a large store of a major supermarket operator. The results show that, in the condition with high scent intensity, the scent has a significant positive effect on shoppers store evaluations, time spent in store and store level sales. We provide evidence that mood is, as expected, a strong mediator of the effect of scent on positive evaluations. We also find that scent, used as a mood inducer, is especially effective for hurried shoppers. Interestingly, in terms of general mood inducement, we find that shoppers tend to overestimate the amount of time spent shopping at lower intensity levels and underestimate time spent shopping at high scent intensity levels. Implications for marketing and store management are discussed. (C) 2016 Elsevier Ltd. All rights reserved.
机译:这项研究旨在研究在现实世界的超级市场环境中精心选择的一致且简单的环境气味的效果。具体来说,我们研究在自然产生的气味空间中,不同程度的气味强度如何影响购物者的情绪,行为和评价。使用静电香气扩散器,我们在一家大型超市经营者的大型商店中以三种不同的强度水平应用了精心选择的甜瓜气味。结果表明,在气味强度高的条件下,气味对购物者的商店评价,在商店中花费的时间和商店级别的销售具有显着的积极影响。我们提供的证据表明,正如所预期的那样,情绪是积极评价中气味影响的重要媒介。我们还发现,用作情绪诱因的气味对匆忙购物者特别有效。有趣的是,就一般的情绪诱因而言,我们发现购物者倾向于高估低强度水平购物所花的时间,而低估高气味强度水平购物所花的时间。讨论了对营销和商店管理的影响。 (C)2016 Elsevier Ltd.保留所有权利。

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