The effect of ambient scent on consumers' perception, emotions, and behaviour: A critical review

摘要: Abstract The effect of olfactory stimuli on consumer behaviour has received little attention in marketing and retailing literature compared to other atmospheric cues. Researchers report ambiguous findings shortcomings measurement approaches. Based a critical review, field experiment regional shopping mall investigates the effectiveness ambient scent. Before-and-after surveys randomly selected shoppers experimental control groups were conducted different designs simulated. Those not controlling either extraneous variables or attitudinal differences between group reveal positive factors operationalising perception consumers' emotions. design both sources bias indicates no impact scent dependent variables. None behavioural affected any case. This paper questions prior shopping-mall ...