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.