Kumamoto, Jun and Tedjakusuma, Adi Prasetyo (2018) A study of the impact and effectiveness of scent used for promotion of products and services with low olfactory affinity. In: The 15th International Symposium on Management (INSYMA 2018), March 1st 2018, Chonburi, Thailand.
![[thumbnail of A_study_of_the_impact_and_effectiveness_of_scent_u.pdf]](/style/images/fileicons/application_pdf.png) |
PDF
A_study_of_the_impact_and_effectiveness_of_scent_u.pdf - Published Version Download (1MB) |
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
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | scent marketing, olfactory affinity, purchase intention |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Adi Tedjakusuma |
| Date Deposited: | 08 Mar 2022 07:12 |
| Last Modified: | 02 Oct 2023 08:15 |
| URI: | http://repository.ubaya.ac.id/id/eprint/41482 |
Actions (login required)
 |
View Item |
