A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä
Impact of point-of-purchase olfactory cues on purchase behavior
Tekijät: Kaisa Kivioja
Kustantaja: EMERALD GROUP PUBLISHING LTD
Julkaisuvuosi: 2017
Journal: Journal of Consumer Marketing
Tietokannassa oleva lehden nimi: JOURNAL OF CONSUMER MARKETING
Lehden akronyymi: J CONSUM MARK
Vuosikerta: 34
Numero: 2
Aloitussivu: 119
Lopetussivu: 131
Sivujen määrä: 13
ISSN: 0736-3761
eISSN: 2052-1200
DOI: https://doi.org/10.1108/JCM-08-2015-1506
Verkko-osoite: http://www.emeraldinsight.com/doi/full/10.1108/JCM-08-2015-1506
Tiivistelmä
Purpose - This study aims to examine the impact of olfactory cues at the point of purchase on consumers' purchase behavior in terms of sales.Design/methodology/approach - The theory of semantic congruence and sensory marketing on consumer behavior is tested using data collected through an experiment and analyzed using quantitative methods.Findings - The presence of an olfactory cue has a positive impact on purchase behavior, as measured by product and product-category sales. Results indicate that a more common, category-congruent scent is optimal, as opposed to product-congruent, differentiating scent, even for a single product.Practical implications - The findings encourage retailers to implement scents at the point of purchase as a sales promotion tool. Targeting a product category, instead of a single product, would seem the most feasible target scope.Originality/value - This paper studies sensory marketing and cue congruence in a real-life retail setting, measuring the impact in terms of sales, and not only in relation to purchase intentions or brand image. Addressing a precisely defined target that suits retailing, namely, a single product and product category, is also novel, contrasting with earlier studies focused on ambient scents in large environments.
Purpose - This study aims to examine the impact of olfactory cues at the point of purchase on consumers' purchase behavior in terms of sales.Design/methodology/approach - The theory of semantic congruence and sensory marketing on consumer behavior is tested using data collected through an experiment and analyzed using quantitative methods.Findings - The presence of an olfactory cue has a positive impact on purchase behavior, as measured by product and product-category sales. Results indicate that a more common, category-congruent scent is optimal, as opposed to product-congruent, differentiating scent, even for a single product.Practical implications - The findings encourage retailers to implement scents at the point of purchase as a sales promotion tool. Targeting a product category, instead of a single product, would seem the most feasible target scope.Originality/value - This paper studies sensory marketing and cue congruence in a real-life retail setting, measuring the impact in terms of sales, and not only in relation to purchase intentions or brand image. Addressing a precisely defined target that suits retailing, namely, a single product and product category, is also novel, contrasting with earlier studies focused on ambient scents in large environments.
Turun yliopiston Tutkimustietojärjestelmän portaali