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Title: Ambient Smell and the Retail Environment: Relating Olfaction Research to Consumer Behavior

Authors: Philippa Ward; Barry J. Davies; Dion Kooijman

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: The focus of this article is the ability of smell to assist in the development and communication of retail brand image. We therefore present a number of propositions regarding ambient smell and the retail environment, including the potential for novel ambient aromas to act as a distinctive element in a retailer's marketing mix. To assist in creating a developmental discussion, we draw on aspects of olfaction research in disciplines other than marketing. However, the core of the piece is derived from the model developed by Gulas and Bloch (1995), as well as work focused on the study of other environmental stimuli within retail settings. Our aim is to provide testable extensions to this framework: creating specific points of departure for further research.

Keywords: Ambient smell; retail environment; consumer behavior; olfaction research; marketing mix.

DOI: 10.1504/JBM.2003.141113

Journal of Business and Management, 2003 Vol.9 No.3, pp.289 - 302

Published online: 05 Sep 2024 *