Purpose – This study aims to examine the relationship between consumer characteristics and the
effectiveness of olfactory cues on purchase behavior.
Design/methodology/approach – The theories of the effects of consumer decision-making, olfaction
and sensory marketing on purchase behavior are applied using loyalty card data collected through an
experiment. These data are analyzed using quantitativemethods.
Findings – The presence of an olfactory cue has a positive impact on purchase behavior, as measured by
product-category sales. Results indicate that in sales promotion, olfactory cues are most efficient in men who
have hedonistic or quality-oriented decision-making styles.
Research limitations/implications – This paper is the first to study the effectiveness of olfactory cues
on purchase behavior when the interactions between the individual characteristics of consumers are
considered. The study broadens extant frameworks of sensory marketing by placing the consumer in the
central position as the processor of sensory cues. The work pioneers the integration of consumer’s decisionmaking
style (CDMS) as one of the moderating factors in the process.
Practical implications – The results encourage retailers and practitioners to consider CDMS – and not
only gender or age – when using olfactory cues in sales promotions. Hopefully, this paper will inspire retailers
to think of the more psychological aspects of consumer behavior and decision-making when planning their
loyalty card systems.
Originality/value – This paper is the first to study the effectiveness of olfactory cues on purchase
behavior when the interactions between the individual characteristics of consumers are considered.
Addressing the decision-making style in addition to demographics is a novel approach, contrasting with
earlier studies that merely focused on olfactory acuity.