Power of Scent Marketing to Influence Consumer Behavior
Series: . 9 ; 48Publication details: 2018-09-21Description: 14Subject(s): In: INDIAN JOURNAL OF MARKETINGSummary: "The Smell of food cooking in the kitchen can involve numerous thoughts of good experiences while enjoying that food. This same effect is used by scent merketers to emotionally connect with customers in case of other products besides food. Hence, the current paper attempted to study previous literature relating to the use of scent marketing as well as cited certain instances where this technique is being applied. The study is novel in its approach of viewing behavioral responses to scent and use of technology in scenting the environments. The study also provided certain propositions which can be tested in future research studies."| Item type | Current library | Status | Barcode | |
|---|---|---|---|---|
| Article | St. Francis Institute of Management and Research | Available | AR0821 |
"The Smell of food cooking in the kitchen can involve numerous thoughts of good experiences while enjoying that food. This same effect is used by scent merketers to emotionally connect with customers in case of other products besides food. Hence, the current paper attempted to study previous literature relating to the use of scent marketing as well as cited certain instances where this technique is being applied. The study is novel in its approach of viewing behavioral responses to scent and use of technology in scenting the environments. The study also provided certain propositions which can be tested in future research studies."
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