Olfactory marketing: The role of ambient scents in a shopping experience Universiteit Hasselt
Atmospheric elements such as lights, music, and scents make up the physical environment of a store and can have an impact on consumers’ shopping behavior. This doctoral dissertation aims to provide a better understanding of the effects of ambient scent in the store environment on consumer reactions. Specifically, the moderating role of individual differences (chapter 2 and 3), product congruency (chapter 4 and 5) and congruency with other ...