Power of Scent Marketing to Influence Consumer Behavior (Record no. 50839)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02087nam a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20181213170654.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 181213b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Rathee, Rupa |
| 9 (RLIN) | 29829 |
| 245 ## - TITLE STATEMENT | |
| Title | Power of Scent Marketing to Influence Consumer Behavior |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 26-39 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | The smell of food cooking in the kitchen can invoke numerous thoughts of good experiences while enjoying that food. This same effect is used by scent marketers to emotionally connect with customers in case of other products besides food. Hence, the current paper attempted to study previous literature relating to the use of scent marketing as well as cited certain instances where this technique is being applied. In the present study, previous articles and papers were reviewed and analyzed to get a grip of what is the present knowledge in this area and what more can be done in the future. It was found that for the past two decades, marketers have been trying to find the relationship between the use of different kinds of scents and their effects in varied environments. It was seen that when an ambient scent was congruent with the environment, it had a significantly positive impact on the behavior of the customers present. Similarly, the approach-avoidance behavior of customers was influenced by manipulating their moods with the use of scents. Thus, it can be said that the products are no longer judged only by their inherent quality, it is also the quality of the environment in which they are purchased that appeals to the customers. The study is novel in its approach of viewing behavioral responses to scent and use of technology in scenting the environment. The study also provided certain propositions which can be tested in future research studies. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | scent marketing |
| Uncontrolled term | mood |
| Uncontrolled term | consumer behavior |
| Uncontrolled term | retail |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Rajain, Pallavi |
| 9 (RLIN) | 32756 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30302 |
| Host Itemnumber | 72768 |
| Main entry heading | GILANI, MEENAKSHI |
| Place, publisher, and date of publication | INDIAN JOURNAL OF MARKETING 2012 NEW DELHI |
| Other item identifier | 5559443 |
| Title | INDIAN JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 13/12/2018 | Vol 48, No 9/ 5559443JA2 | 5559443JA2 | 13/12/2018 | 13/12/2018 |