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Dissertation
The effects of ambient scent and involvement on retail shopper evaluations, perceptions, and intentions: a situational perspective
Doctor of Philosophy (Ph.D.), Drexel University
05 Jun 1997
DOI:
https://doi.org/10.17918/00000768
Abstract
Industry analysts and market researchers estimate that as many as two thirds of retail purchase decisions are delayed until consumers arrive in the store (Shimp 1990). Retail managers are therefore wise to create environments that are conducive to maximizing sales and other business objectives. Scent is an important element of the retail environment, and there is increasing scientific evidence to suggest that changes in ambient scent influence consumptive behavior. This study demonstrates experimentally that the effect of ambient scent on shopper responses (evaluations, perceptions, and intentions) is the result of two main influences. First, is the mediating influence of affective feeling state in which feelings induced by the environment are transferred to objects in the environment such as products and people. The study demonstrates that this mediating influence, or "affective transfer," varies according to an ambient scent's underlying pleasure and arousal dimensions. Second, ambient scent effects on shopper responses are shown moderated by situational variation in purchase decision involvement (PDI). Approximately 700 college students from a mid-size northeastern university participated in a 4 x 3 (scent x PDI) between subjects factorial design. The experiment took place in a laboratory setting and demonstrated that subjects exposed to pleasant/unpleasant ambient scent experienced more positive/negative affective feeling states than subjects in the no-experimental scent (control) condition. These feeling states of pleasure, arousal, and mood were found to vary in intensity in relation to the scent's underlying pleasure and arousal dimensions. In support of Elaboration Likelihood Model (ELM) theory, positive/negative ambient scent cues induced positive/negative feeling states and subsequent positive/negative shopper responses in situations of low rather than high PDI. Managerial implications include the advantages of improving retail atmospheric conditions, especially in low involvement shopping situations. Discount stores, catalog shopping centers, and other low service level outlets therefore may benefit from ensuring optimal ambient scent conditions in their shopping environments.
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Details
- Title
- The effects of ambient scent and involvement on retail shopper evaluations, perceptions, and intentions
- Creators
- John E. Gault
- Contributors
- Rolph Ely Anderson (Advisor) - Drexel University, Marketing
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- xxi, 349 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- College of Business (and) Administration (1970-1999); Drexel University
- Other Identifier
- 991014970311204721