Purpose: To assess the relationship between (in)congruent added scent and consumer attitude to cafés.

Methodology: An inductive-deductive approach was used in a three-step study which consisted of two focus groups, an experiment with a survey investigation and lastly one post-test.

Findings: No statistically differences were found for added (in)congruent scent, compared to when no added scent was added. This when combining both men and women. Statistically positive attitude difference was found for women when congruent scent was added. No differences were however found for men, neither when congruent nor incongruent was added.

Keywords: Sensory marketing, attitude, (in)congruent scent, café, gender