engleski

Impact of Ambient Scent on Perception of Product Value

It is possible to bring a product closer to customers precisely by scent. Revealing scents in marketing and its contribution to enhancement of offer followed after scent perception has been better understood over the last decade. Therefore, the purpose of the paper is to examine the effect of ambient scent on participants' affinity towards a product, their evaluation of products' quality and their assessment of products' monetary expressed value. Likewise, the intent is to examine whether an ambient scent will influence the participants mood and the length of their stay in a scented room. The empirical research included the analysis of products commonly sold in stationery paper shops and gift shops. The experiment was conducted in a high school in Croatia. Participants were divided into two groups - one exposed to orange essential oil scent and the other that was not. In addition, a questionnaire was used in order to explore other variables. Results indicate that orange essential oil ambient scent statistically significant influence the length of participants' stay in a scented room. Other explored variables were found not to differ between the groups. Paper offers implications and guidelines for decision makers in the shops such as paper stationary shops or gift shops with the aim to create a pleasant place to stay in.

perception; product value; mood; orange ambient scent

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