The Impact of Scent on consumers’ mood, product evaluation and purchase intentions

27 febbraio 2012
ore 12.00

• Dott.ssa Nadia Olivero,  Università di Milano Bicocca - University College London 

Abstract:

The aim of the present work is to analyze the effects of scent on mood, product evaluation and purchase intention of low involvement products. To understand the effects of the olfactory stimulation, three experimental conditions on 30 female participants are carried out. In the first one mood is positively manipulated  and associated to lavender oil; the second experiment manipulates the mood variable only. In the third condition lavender scent is diffused without the manipulation of mood. For all of these conditions we test the impact of complete and incomplete information on products, prices and brand. Mood is measured by the implicit mood test and self reported questionnaire (POMS).  Results show a significant mood variation after the olfactory stimulation and indicate the effect of fragrance on  product evaluation and purchase intentions for low involvement products, especially in the conditions of incomplete information.

Responsabili scientifici:

- prof. Franco Fraccaroli
- prof. Nicolao Bonini 

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