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

Caroline Ardelet, Nathalie Fleck () and Julien Grobert
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Caroline Ardelet: IFM - Institut français de la mode - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université
Nathalie Fleck: ARGUMans - Laboratoire de recherche en gestion Le Mans Université - UM - Le Mans Université
Julien Grobert: TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse

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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: 2022-09
Note: View the original document on HAL open archive server: https://hal.science/hal-04210965v1
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Citations: View citations in EconPapers (1)

Published in Journal of retailing and consumer services, 2022, 68 (103051), pp.103051. ⟨10.1016/j.jretconser.2022.103051⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04210965

DOI: 10.1016/j.jretconser.2022.103051

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