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The Scent of a Successful Venue: (In) Congruent Scent and Consumer Attitude towards a Café
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
2015 (engelsk)Inngår i: International Journal of Business and Social Science, ISSN 2219-1933, E-ISSN 2219-6021, Vol. 6, nr 5, s. 232-243Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

The purpose of this study is to test the effect of (in) congruent added scents on consumer attitude towards a café facility. It is proposed that adding a congruent scent in a café has a positive effect on consumers’ attitudes towards the café and that adding an incongruent scent has a negative effect on consumers’ attitudes towards the café. The hypotheses were tested through t-test for independent sampleson 209respondents. The results show that adding an (in)congruent scent in a cafédoes not have a statistically significant impact on attitudes towards the café – with the exception of a statistically significant positive effect of congruent scent on attitudes among women towards the café. Managers may want to consider deploying congruent scent specifically with women in mind.

sted, utgiver, år, opplag, sider
Center for Promoting Ideas , 2015. Vol. 6, nr 5, s. 232-243
Emneord [en]
Incongruent scent, Congruent scent, Attitude, Sensory marketing, Café, Gender
HSV kategori
Forskningsprogram
Ekonomi, Företagsekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-46314OAI: oai:DiVA.org:lnu-46314DiVA, id: diva2:853755
Tilgjengelig fra: 2015-09-15 Laget: 2015-09-15 Sist oppdatert: 2017-12-04bibliografisk kontrollert

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