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Right under our noses: Ambient scent and consumer responses

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Abstract

Despite frequent mention, we know relatively little about the effect of ambient environmental factors on consumer behavior. This paper discusses one important aspect of the environment, ambient scent. Based on research from several disciplines, a model describing the effect of ambient scent on consumers is propossed. Ambient scent is portrayed as an environmental cue that is compared with scent preferences to influence affective responses and ultimately approach-avoidance reactions. Moderators of these presumed relationships are also described. Suggestions for empirical research are provided and implications for marketing management are presented.

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Authors and Affiliations

  1. Dept. of Marketing, Wright State University, 266 Rike Hall, 45435, Dayton, OH

    Charles S. Gulas Ph.D.

  2. University of Missouri, USA

    Peter H. Bloch

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  1. Charles S. Gulas Ph.D.
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  2. Peter H. Bloch
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Gulas, C.S., Bloch, P.H. Right under our noses: Ambient scent and consumer responses. J Bus Psychol 10, 87–98 (1995). https://doi.org/10.1007/BF02249272

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