O aroma ambiental e sua relação com as avaliações e intenções do consumidor no varejo

André Luiz Carvalho Nunes da Costa and Salomão Alencar de Farias

RAE - Revista de Administração de Empresas, 2011, vol. 51, issue 6

Abstract: The atmosphere of a store can be used to produce specific emotions that enhance purchase probability, and the ambient scent, artificially added, is among its dimensions. This article investigates the relationship between the presence of an ambient scent in a retail store, and customers’ evaluation of the store, its environment and products, as well as the behavioral intentions related to return and time spent in the store. The research design included an exploratory stage, examination of publications in the fields of physiology, psychology and consumer behavior, to provide the conceptual background and to formulate research hypothesis; and a causal stage, quasi-experiment, to verify the effects of scent presence. Semantic differential scales were employed for data collection. Descriptive statistics and hypothesis test were performed for data analysis and the results revealed that the scent presence did not improve the evaluations or the intent to return but retained the consumer longer in the store.

Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/30786 (text/html)

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:fgv:eaerae:v:51:y:2011:i:6:a:30786

Access Statistics for this article

RAE - Revista de Administração de Empresas is currently edited by Eduardo Diniz

More articles in RAE - Revista de Administração de Empresas from FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil)
Bibliographic data for series maintained by Núcleo de Computação da FGV EPGE ().