Ambient scent and consumer behavior: a field study in a florist's retail shop
Authors: Jacob, Céline; Stefan, Jordy; Guéguen, Nicolas
Source: The International Review of Retail, Distribution and Consumer Research, Volume 24, Number 1, 1 January 2014 , pp. 116-120(5)
Abstract:Numerous studies have shown that ambient scents influence human behavior including customers' behavior in real retail environments. However, the effects of scents in a closed-in plant and flower shop have not yet been examined. This study proceeded to measure customer behavior in two different situations taking place in a French flower shop: when lavender aroma was diffused and when it was not. The results showed that lavender aroma increased both the number of customers who bought plants and/or flowers and the amount of purchasing.
Document Type: Research Article
Affiliations: Business Department, Université de Bretagne-Sud, Vannes, France
Publication date: January 1, 2014