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The Effect Of Ambient Scent On Moviegoers’ Behavior

Author

Listed:
  • José Verissimo

    (ISEG - Lisbon School of Economics and Management,Universidade de Lisboa, Portugal)

  • Rui Alves Pereira

    (NOS Lusomundo Cinemas, Portugal)

Abstract

Atmospheres influence behavior, create a positive image, and influence consumer purchasing patterns and retail perceptions. Nonetheless, the physical environment is a potential source of competitive advantage, though neglected more often than not. In particular, research on the effects of aroma as an independent variable in natural settings is very limited and requires further research. A sample of 407 moviegoers participated in a “natural experiment” in a cinema complex, using scented and unscented conditions. Findings show that scent produces significant positive differences in the evaluation of the theater, its environment, and on intention to return. No significant differences are found in the evaluations of concession products sold, despite the fact that spectators in scented rooms considered product prices to be significantly cheaper than did spectators in unscented rooms. A major implication of this study is that scent significantly affects emotional reactions to atmospheres. Retailers can thus improve environments to create enjoyable experiences and positively influence consumer responses. Classification- JEL:

Suggested Citation

  • José Verissimo & Rui Alves Pereira, 2013. "The Effect Of Ambient Scent On Moviegoers’ Behavior," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 67-80.
    • Handle: RePEc:pjm:journl:v:xviii:y:2013:i:2:p:67-80
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    References listed on IDEAS

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