Taking (Odor) Notes: When Are Consumers Increasing Their Risk-Taking Behavior?

EasyChair Preprint 5359

Abstract

Smell is not just a biological and psychological experience, it is also a social and cultural phenomenon. Cross-cultural studies also argue that there are significant cultural differences on perceptions of odor smells both on the intensity and on the fragrance type as well. So far existing literature has focused on the effects of odors on time spent in a store, on purchase intention and memory recall. However, there is tremendous need to investigate further the effects of sensory marketing on consumers under the umbrella of environmental psychology. As such, the current quansi experiment explores the effect of odors on risk behaviour in a cross-cultural setting. According to our findings, cultural differences are evident concerning the impact of fragrances on consumers. Greek participants were not influenced by the vanilla and eucalyptus fragrances in terms of their risk behavior. On the contrary, for the British consumers, vanilla and eucalyptus were statistically different one another in terms of risk behavior. Additionally, vanilla has stronger effect on British consumer risk behavior.

Keyphrases: Scent Marketing, Sensory marketing, consumer behavior, cross-cultural, environmental psychology, experiment

@booklet{EasyChair:5359,
  author    = {Elena Chatzopoulou and Polymeros Chrysochou and Despoina Zympeloudi and Panagiotis Mitkidis},
  title     = {Taking (Odor) Notes: When Are Consumers Increasing Their Risk-Taking Behavior?},
  howpublished = {EasyChair Preprint 5359},
  year      = {EasyChair, 2021}}