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Workshop (Nov 27, 2018) ” A study of the impact and effectiveness of scent used for pr omotion of products and services with low olfactory affinity “

Release Date:2018.11.22
2018/11/27(Tue) 16:40~18:10
Place:E-E-211
Presenter:Jun Kumamoto (Tokai University)
Title: A study of the impact and effectiveness of scent used for pr
omotion of products and services with low olfactory affinity
 
ABSTRACT: The paper objective is to analyze the impact of two studies on
scent marketing and discuss the feasibility of scent as an effective
promotional tool for business. The first study surveyed 45 undergraduate
students in writing at three-time periods, and the second study orally
surveyed shoppers using an Automated Teller Machine (ATM) adjusted to emit
scent. Our research undertook the uniquely challenging measurement of the
effectiveness of scent marketing when applied to products and services
that have low olfactory affinity. Findings from Study 1 revealed that 17%
(after 6 weeks) and 6% (after 12 weeks) of participants accurately
recognized a past-administered scent. Study 2 showed that 15% of the
interviewees detected the scent flow around the machine at the time of
exposure. This concludes that scent, can foster customers to create
positive attitudes and positively impact purchase intention toward
products and services even in the absence of scent affinity.  (END)
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