Ambient scent and consumer exploratory behaviour: A causal analysis

• Autores: Aurelie Bourrain, Ulrich Orth
• Localización: Journal of wine research, ISSN 0957-1264, Vol. 16, Nº 2, 2005, págs. 137-150
• Idioma: inglés
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• Resumen

  • Stimulating consumers to explore ‘new’ wines constitutes a major marketing challenge. This paper investigates the potential of retail atmospherics, namely ambient scent, for supporting consumer exploratory behaviour. Scents pretested to vary in pleasantness were diffused in a laboratory setting. Data were collected on consumer actual and optimum stimulation level, exploratory tendencies, and behaviour. It was determined that the pleasantness of a scent moderated effects of optimum and actual stimulation on risk taking, variety seeking, and curiosity-motivated behaviour. Downstream effects extended onto the importance of label colour, text, and grape variety in the preference development process. Theoretical and practical implications are discussed.