The Power of Simplicity: Processing Fluency and the Effects of Olfactory Cues on Retail Sales

Détails

ID Serval
serval:BIB_10BAA0DD5AE9
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Institution
Titre
The Power of Simplicity: Processing Fluency and the Effects of Olfactory Cues on Retail Sales
Périodique
Journal of Retailing
Auteur(s)
Herrmann A., Zidansek M., Sprott D.E., Spangenberg E.R.
ISSN
0022-4359
Statut éditorial
Publié
Date de publication
03/2013
Peer-reviewed
Oui
Volume
89
Numéro
1
Pages
30-43
Langue
anglais
Résumé
Although ambient scents within retail stores have been shown to influence shoppers, real-world demonstrations of scent effects are infrequent and existing theoretical explanation for observed effects is limited. The current research addresses these open questions through the theoretical lens of processing fluency. In support of a processing fluency explanation, results across four studies show the complexity of a scent to impact consumer responses to olfactory cues. A simple (i.e., more easily processed) scent led to increased ease of cognitive processing and increased actual spending, whereas a more complex scent had no such effect. Implications for theory and retail practice are provided.
Mots-clé
Olfaction, Complexity, Processing fluency, Sales
Web of science
Création de la notice
23/05/2014 12:34
Dernière modification de la notice
21/08/2019 5:16
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