The cool scent of power: Effects of ambient scent on consumer preferences and choice behavior
Item
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Title
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The cool scent of power: Effects of ambient scent on consumer preferences and choice behavior
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Identifier
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d_2009_2013:f4a4f66d7783:11738
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identifier
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12332
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Creator
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Madzharov, Adriana V.,
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Contributor
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Lauren G. Block
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Date
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2013
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Language
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English
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Publisher
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City University of New York.
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Subject
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Marketing | consumer behavior | power | scent | social density
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Abstract
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The present research examines the effects of ambient scents that differ on perceived temperature on spatial perceptions of social density, and subsequent scent effects on product preference and choice. I demonstrate that a warm (vs. cold) scent activates the concept of warmth (vs. coldness) and as a result people perceive the environment around them as more (vs. less) socially dense. Subsequently, I build on recent research on power in consumer behavior, and show that ambient scent affects perceived sense of power through the scent-based density perceptions which ultimately leads to power-compensatory consumption behavior. Specifically, I show that in a warm-scent and perceptually more socially dense (vs. cold-scent and perceptually less dense) environment people experience greater (vs. lesser) need for power exhibited through higher willingness-to-pay for high-status products, higher evaluation of prestige- vs. performance-focused ads, greater desire for choice, and increased purchases of luxury brands.
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Type
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dissertation
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Source
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2009_2013.csv
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degree
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Ph.D.
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Program
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Business
