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dc.contributor.authorLeenders, MAAM
dc.contributor.authorSmidts, A
dc.contributor.authorHaji, AE
dc.date.accessioned2016-08-08T11:12:08Z
dc.date.accessioned2016-08-08T11:18:22Z
dc.date.accessioned2016-08-08T11:19:07Z
dc.date.issued2016-06-17
dc.identifier.issn0969-6989
dc.identifier.urihttp://hdl.handle.net/10026.1/5220
dc.description.abstract

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 shopper’s 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.

dc.format.extent270-280
dc.languageen
dc.language.isoen
dc.publisherElsevier BV
dc.relation.replaceshttp://hdl.handle.net/10026.1/5218
dc.relation.replaces10026.1/5218
dc.relation.replaceshttp://hdl.handle.net/10026.1/5219
dc.relation.replaces10026.1/5219
dc.subject35 Commerce, Management, Tourism and Services
dc.subject3503 Business Systems In Context
dc.subject3506 Marketing
dc.titleAmbient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers
dc.typejournal-article
plymouth.volume48
plymouth.publisher-urlhttp://dx.doi.org/10.1016/j.jretconser.2016.05.007
plymouth.publication-statusPublished
plymouth.journalJournal of Retailing and Consumer Services
dc.identifier.doi10.1016/j.jretconser.2016.05.007
plymouth.organisational-group/Plymouth
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA/UoA17 Business and Management Studies
dcterms.dateAccepted2016-05-20
dc.rights.embargodate2017-12-17
dc.rights.embargoperiod18 months
rioxxterms.versionofrecord10.1016/j.jretconser.2016.05.007
rioxxterms.licenseref.urihttp://www.rioxx.net/licenses/under-embargo-all-rights-reserved
rioxxterms.licenseref.startdate2016-06-17
rioxxterms.typeJournal Article/Review


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