Cross-cultural differences in the effects of the ambient scent on in-store behavior: the role of companionship

Shuvam Chatterjee (), Pawel Bryla () and Mahmoud Ibraheam Saleh ()
Additional contact information
Shuvam Chatterjee: University of Lodz
Pawel Bryla: University of Lodz
Mahmoud Ibraheam Saleh: Helwan University

DECISION: Official Journal of the Indian Institute of Management Calcutta, 2024, vol. 51, issue 3, No 6, 339-354

Abstract: Abstract While previous studies have examined the influence of store atmospherics and social factors independently, limited research has investigated their synergistic impacts across cultures. In particular, the interactions between ambient scents, companionship influences, and cross-cultural shopping customs remain underexplored. Therefore, this study investigates how ambient scents influence retail shopping behaviors with a companion across cultures. Data were collected via surveys administered to customers in Polish and Indian shopping malls (N = 579), examining the impact of detected fragrances on time spent, money spent, purchase decisions, cognitive responses, and attitudes. Shopping with a companion in a scented environment has a more positive influence on time spent, money spent and impulse purchases in India than in Poland. There is no difference between these two cultures regarding cognitive responses to a scented retail environment, but there are significant differences for attitudinal responses and repurchase intentions. We found a positive association between the consumer rating of the shopping environment in terms of the ambient scent and the amount of money spent in India, but not in Poland. Theoretical and practical implications are discussed for optimizing atmospheric design according to cultural customs around shopping companionships.

Keywords: Retail shopping; Olfaction; Cross-cultural; Companionship; Sensory marketing; India; Poland (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s40622-024-00400-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:decisn:v:51:y:2024:i:3:d:10.1007_s40622-024-00400-4

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/40622

DOI: 10.1007/s40622-024-00400-4

Access Statistics for this article

DECISION: Official Journal of the Indian Institute of Management Calcutta is currently edited by Rajesh Babu

More articles in DECISION: Official Journal of the Indian Institute of Management Calcutta from Springer, Indian Institute of Management Calcutta
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().