When a clean scent soothes the soul: Developing a positive attitude toward sharing service space with strangers

Caroline Ardelet, Nathalie Fleck and Julien Grobert

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: In the context of sharing services, this research examines how ambient scent can improve the perception of the presence of other sharers. Four experiments conducted in real conditions (open-plan workspaces, car-sharing services, rail-stations, and library) show that the diffusion of a clean scent promotes positive attitudes toward sharing space with others. Three alternative explanations are assessed: 1) perceived cleanliness of the space; 2) other users' behaviors; and 3) user's mood. The results indicate that throughout the four experiments, the effect of scents is mediated only by the positive mood induced by the scent.

Keywords: Sensory marketing; Field experiments; Affect; Consumer research; Sharing; Public spaces (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001448

DOI: 10.1016/j.jretconser.2022.103051

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