Scents and sensibility: When do (In)congruent ambient scents influence product evaluations?
Scents and sensibility: When do (In)congruent ambient scents influence product evaluations?
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DOI：
10.1509/jmkg.70.3.32
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发表时间：
2006-07-01
影响因子：
12.9
通讯作者：
Bosmans, Anick
中科院分区：
文献类型：
--
作者：
Bosmans, Anick
这项研究探讨了环境气味（即，存在于环境中并且不是从特定产品散发的气味）影响产品评价。与环境心理学的理论相一致，作者预测，这种环境气味可以引起情绪反应，影响随后的判断，但只有在满足特定条件时。假设有三个因素可以调节令人愉快的环境气味对评价的影响：（1）气味与产品的一致性，（2）气味的突出性，以及（3）消费者纠正外来影响的动机。三个实验的结果表明，只要周围的气味是一致的产品，他们继续影响消费者的评价，即使当他们的影响变得显着或当消费者有足够的动机来纠正外来的影响。此外，只要气味与产品不完全不一致，只有当它们的影响变得显著或当消费者有足够的动机时，才能纠正不一致的气味。这些发现表明，愉快的环境气味对产品评价的影响可能比其他情感环境线索更强。
This research examines when and how ambient scents (i.e., scents that are present in the environment and do not emanate from a specific product) affect product evaluations. Consistent with theory in environmental psychology, the author predicts that such ambient scents can elicit emotional responses that can influence subsequent judgments, but only when specific conditions are met. Three factors are hypothesized to moderate the effects of pleasant ambient scents on evaluations: (1) the congruence of the scent with the product, (2) the salience of the scent, and (3) consumers' motivation to correct for extraneous influences. The findings of three experiments suggest that as long as ambient scents are congruent with the product, they continue to affect consumers' evaluations, even when their influence becomes salient or when consumers are sufficiently motivated to correct for extraneous influences. In addition, as long as the scent is not completely incongruent with the product, noncongruent scents are corrected for only when their influence becomes salient or when consumers are sufficiently motivated. These findings indicate that the impact of pleasant ambient scents on product evaluations may be stronger than that of other affective environmental cues.