IDEAS home Printed from https://ideas.repec.org/a/vrs/morgsr/v81y2019i1p101-118n7.html
   My bibliography  Save this article

Exploring the Effect of Ambient Scent on Consumer Impulsive Buying Behaviour: Theoretical Insights

Author

Listed:
  • Šliburytė Laimona

    (Doctor of social sciences, assoc. professor in Business Administration (Marketing) at School of Economics and Business, Kaunas University of Technology, Lithuania.; Gedimino str. 50, Kaunas, LT-44239, Lithuania.)

  • Vaitiekė Jurgita

    (Master of Business Management, study programme of Marketing Management, School of Economics and Business, Kaunas University of Technology, Lithuania.; Gedimino str. 50, Kaunas, LT-44239, Lithuania.)

Abstract

The paper analyses the sensory marketing of the sense of smell, its dimensions and usage in marketing decisions. By invoking the scent marketing decisions, one aims at attracting the consumer attention, to keep him/ her at a point of sale as long as possible, to affect the behaviour and encourage an impulsive process of buying decision making. The theoretical study was performed by analysing the insights of Lithuanian and foreign authors on the purpose of elaborating the coherence between the ambient scent at the point of sale and the consumer impulse buying behaviour. It was revealed during the study that the ambient scent at a point of sale can be assessed as a stimulus which invokes the consumer’s impulsive buying behaviour. The logic of the prepared conceptual model is related to S-O-R paradigm: the environmental stimulus (ambient scent at a point of sale) affects the human organism (consumer internal response) and causes reaction (consumer impulsive buying behaviour).

Suggested Citation

  • Šliburytė Laimona & Vaitiekė Jurgita, 2019. "Exploring the Effect of Ambient Scent on Consumer Impulsive Buying Behaviour: Theoretical Insights," Management of Organizations: Systematic Research, Sciendo, vol. 81(1), pages 101-118, June.
    • Handle: RePEc:vrs:morgsr:v:81:y:2019:i:1:p:101-118:n:7
    DOI: 10.1515/mosr-2019-0007
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/mosr-2019-0007
    Download Restriction: no
    File URL: https://libkey.io/10.1515/mosr-2019-0007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Bertil Hultén & Niklas Broweus & Marcus Dijk, 2009. "What is Sensory Marketing?," Palgrave Macmillan Books, in: Sensory Marketing, chapter 1, pages 1-23, Palgrave Macmillan.
    2. Spangenberg, Eric R. & Grohmann, Bianca & Sprott, David E., 2005. "It's beginning to smell (and sound) a lot like Christmas: the interactive effects of ambient scent and music in a retail setting," Journal of Business Research, Elsevier, vol. 58(11), pages 1583-1589, November.
    3. Mitchell, Deborah J & Kahn, Barbara E & Knasko, Susan C, 1995. "There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 229-238, September.
    4. Yoon, Sung-Joon & Park, Ji Eun, 2012. "Do sensory ad appeals influence brand attitude?," Journal of Business Research, Elsevier, vol. 65(11), pages 1534-1542.
    5. Helmefalk, Miralem & Hultén, Bertil, 2017. "Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 1-11.
    6. Furnham, Adrian & Milner, Rebecca, 2013. "The impact of mood on customer behavior: Staff mood and environmental factors," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 634-641.
    7. OLAHUT Meda Roxana & PLAIAS Ioan, 2013. "The Effects Of Ambient Scent On Consumer Behavior: A Review Of The Literature," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1797-1806, July.
    8. Chebat, Jean-Charles & Michon, Richard, 2003. "Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories," Journal of Business Research, Elsevier, vol. 56(7), pages 529-539, July.
    9. Amos, Clinton & Holmes, Gary R. & Keneson, William C., 2014. "A meta-analysis of consumer impulse buying," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 86-97.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Errajaa, Karim & Daucé, Bruno & Legohérel, Patrick, 2020. "Consumer reactions to olfactory congruence with brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    2. Ramona Luca & Delane Botelho, 2021. "The unconscious perception of smells as a driver of consumer responses: a framework integrating the emotion-cognition approach to scent marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 145-161, June.
    3. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    4. Lieve Doucé, 2022. "The Effect of High, Partial, and Low Multisensory Congruity between Light and Scent on Consumer Evaluations and Approach Behavior," Sustainability, MDPI, vol. 14(9), pages 1-25, May.
    5. Doucé, Lieve & Adams, Carmen, 2020. "Sensory overload in a shopping environment: Not every sensory modality leads to too much stimulation," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    6. Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2021. "The influence of scent on virtual reality experiences: The role of aroma-content congruence," Journal of Business Research, Elsevier, vol. 123(C), pages 289-301.
    7. Esteky, Sina, 2021. "Chirping birds and barking dogs: The interactive effect of ambient sensory cue source and valence on consumers’ choice of natural products," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Francisco I. Vega-Gómez & Francisco J. Miranda-Gonzalez & Jesús Pérez Mayo & Óscar Rodrigo González-López & Laura Pascual-Nebreda, 2020. "The Scent of Art. Perception, Evaluation, and Behaviour in a Museum in Response to Olfactory Marketing," Sustainability, MDPI, vol. 12(4), pages 1-15, February.
    9. Lunardo, Renaud, 2012. "Negative effects of ambient scents on consumers’ skepticism about retailer’s motives," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 179-185.
    10. OLAHUT Meda Roxana & PLAIAS Ioan, 2013. "The Effects Of Ambient Scent On Consumer Behavior: A Review Of The Literature," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1797-1806, July.
    11. Helmefalk, Miralem & Hultén, Bertil, 2017. "Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 1-11.
    12. Lunardo, Renaud & Roux, Dominique & Chaney, Damien, 2016. "The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations," Journal of Business Research, Elsevier, vol. 69(12), pages 6097-6105.
    13. Herrmann, Andreas & Zidansek, Manja & Sprott, David E. & Spangenberg, Eric R., 2013. "The Power of Simplicity: Processing Fluency and the Effects of Olfactory Cues on Retail Sales," Journal of Retailing, Elsevier, vol. 89(1), pages 30-43.
    14. Kaisa Silja Sofia Sandell, 2019. "Olfactory cues and consumers? purchase behavior in food products: A category management approach," Economia agro-alimentare, FrancoAngeli Editore, vol. 21(1), pages 73-100.
    15. Andreas C. Drichoutis & Varvara Kechagia, 2016. "The effect of olfactory sensory cues on economic decision making," Working Papers 2016-4, Agricultural University of Athens, Department Of Agricultural Economics.
    16. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    17. Leenders, Mark A.A.M. & Smidts, Ale & Haji, Anouar El, 2019. "Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 270-280.
    18. Al-Kilani, Shaymaa & El Hedhli, Kamel, 2021. "How do restaurant atmospherics influence restaurant authenticity? An integrative framework and empirical evidence," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    19. Michon, Richard & Chebat, Jean-Charles & Turley, L. W., 2005. "Mall atmospherics: the interaction effects of the mall environment on shopping behavior," Journal of Business Research, Elsevier, vol. 58(5), pages 576-583, May.
    20. Loureiro, Sandra Maria Correia & Guerreiro, João & Japutra, Arnold, 2021. "How escapism leads to behavioral intention in a virtual reality store with background music?," Journal of Business Research, Elsevier, vol. 134(C), pages 288-300.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:morgsr:v:81:y:2019:i:1:p:101-118:n:7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.