Ambient scent and consumer behavior: a field study in a florist's retail shop

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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.

Keywords: atmospherics; consumer behavior; retailing; scent

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593969.2013.821418

Affiliations: Business Department, Université de Bretagne-Sud, Vannes, France

Publication date: January 1, 2014

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