The Scent of Art. Perception, Evaluation, and Behaviour in a Museum in Response to Olfactory Marketing

Francisco I. Vega-Gómez, Francisco J. Miranda-Gonzalez, Jesús Pérez-Mayo, Óscar Rodrigo González-López and Laura Pascual-Nebreda
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Francisco I. Vega-Gómez: Economy and Business Administration Faculty, University of Extremadura, 06006 Badajoz, Spain
Francisco J. Miranda-Gonzalez: Economy and Business Administration Faculty, University of Extremadura, 06006 Badajoz, Spain
Óscar Rodrigo González-López: Economy and Business Administration Faculty, University of Extremadura, 06006 Badajoz, Spain
Laura Pascual-Nebreda: Department of Business Economics, Faculty of Legal and Social Sciences, University Rey Juan Carlos, 28032 Madrid, Spain

Sustainability, 2020, vol. 12, issue 4, 1-15

Abstract: Olfactory marketing has been increasing its presence in commercial environments in recent years thanks to its influence on perceptions, evaluations, and behaviour. However, the number of scientific studies on the issue is limited, and this is even more true for nonprofit environments. The aim of this experiment is to provide empirical answers about the influence of smell on the evaluation and behavior of the consumer of nonprofit services, specifically the museum consumer. For this purpose, an experiment was carried out at the González Santana Museum over four weeks in March and April 2017, during which three rooms in the museum were filled with scents considered to be congruent. The results obtained from the MANCOVA analysis demonstrate scent having a significant influence on perceptions and evaluations, as well as on the intentions to revisit the institution, and significant repercussions for management and researching can be derived from this.

Keywords: ambient scent; behaviour; evaluation; MANCOVA; museum; olfactory marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:4:p:1384-:d:320238

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