&Repeated Ambient Scent Purchase Intentions

SIMON AMPE MASTER OF ADVANCED BUSINESS STUDIESMAJOR MARKETING

Introduction

SIMON AMPE | REPEATED AMBIENT SCENT & PURCHASE INTENTIONS 2

Scent affects our daily actionsProduct-specific scents for marketing

Ambient scent used in retailRepeated ambient scent effect ?

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Problem Statement and Hypotheses

SIMON AMPE | REPEATED AMBIENT SCENT & PURCHASE INTENTIONS 3

What is the effect of exposure on and how will the effect depend on the

and on ?

repeated ambient scentpurchase intentions

the gender of participants

scent pleasantness

Problem Statement and Hypotheses

SIMON AMPE | REPEATED AMBIENT SCENT & PURCHASE INTENTIONS 4

repeated ambient scentpurchase intentions

the gender of participants

scent pleasantness

ambient scent effect affective habituation

REPETITIONS

more, stronger, higher

MODERATELY PLEASANT

VERYPLEASANT

reliance on scent cues

MEN

WOMEN

PURCHASEINTENTIONS

CONTROL SINGLE REPEATED

HYPOTHESES

Experimental Design

SIMON AMPE | REPEATED AMBIENT SCENT & PURCHASE INTENTIONS 5

CONTROL GROUP

SINGLE EXPOSURE GROUP

PURCHASEINTENTIONS

PERSONALDATA

PI PLEAS INT FAM PD

REPEATEDEXPOSURE GROUP

PLEAS INT FAM PD

PI PLEAS INT PDPLEAS INT 4X

65% UNLIKEL

Y

Results: General Data

SIMON AMPE | REPEATED AMBIENT SCENT & PURCHASE INTENTIONS 6

Purchase Intentions

89MEN

91WOMEN

Personal Data

2518

21,6 years

End Pleasantness

Se-ries1

0

20

40

NOT AT ALL PLEASANT > < VERY PLEASANT NEUTRAL

Results: Ambient Scent Effect

SIMON AMPE | REPEATED AMBIENT SCENT & PURCHASE INTENTIONS 7

Ambient scent effect Difference between single and repeated

Moderation of pleasantness Difference between women and men

MENAVERAGEWOMEN

43

Conclusions

SIMON AMPE | REPEATED AMBIENT SCENT & PURCHASE INTENTIONS 8

1Ambient scent leads to increased purchase intentions

2No attenuation of scent effect over repetitions

Scent pleasantness does not matter as much as scent presence

Women rely on scent, more complicated for men

Further Research

SIMON AMPE | REPEATED AMBIENT SCENT & PURCHASE INTENTIONS 9

Other marketing metrics?

In real retail environment?

Duration of ambient scent effect?

Online retailing?

Managerial Implications

SIMON AMPE | REPEATED AMBIENT SCENT & PURCHASE INTENTIONS 10

APPLYSCENT TOMALL ATMOSPHERICS

CHOOSEMOST INFLUENCING AMBIENT SCENT

PAY ATTENTION TO GENDER DIFFERENCES

?Questions of the jury

SIMON AMPE MASTER OF ADVANCED BUSINESS STUDIESMAJOR MARKETING