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Olfactory-tactile interactions and their implications for retailing

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Olfactory-tactile interactions and their implications for retailing

Chang, Si (2010) Olfactory-tactile interactions and their implications for retailing. Masters thesis, Concordia University.

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Abstract

While research suggests that sensory modalities, such as olfaction or touch, influence consumer evaluations and behavior, the interaction of these sensory modalities are not well investigated. Focusing on the interaction of ambient scent and tactile input, this research explores the effect of ambient scent on consumers' perceptions of tactile product properties in terms of softness and temperature. Scent and tactile input are manipulated in a 5 (scent: cinnamon, pine, jasmine, eucalyptus) between-participants lab experiment with replication across selected product categories differing in tactile characteristics. Ambient scent did not significantly enhance the tactile perceptions, willingness to pay, and purchase intentions. Tactile perceptions, willingness to pay, and purchase intentions were influenced by product, however. Implications for marketing and retailing are discussed.

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Chang, Si
Pagination:iv, 57 leaves ; 29 cm.
Institution:Concordia University
Degree Name:M. Sc.
Program:John Molson School of Business
Date:2010
Thesis Supervisor(s):Grohmann, Bianca
ID Code:979467
Deposited By: Concordia University Library
Deposited On:09 Dec 2014 17:59
Last Modified:18 Jan 2018 17:49
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