EXPERIENCING AMBIENT SMELL WHILE BROWSING A MERCHANT WEBSITE: EFFECTS ON PURCHASE INTENTIONS AND ROLE OF INFERENCES OF MANIPULATIVE INTENT

Caldara Cindy () and Soffien Bataoui ()
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Caldara Cindy: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes
Soffien Bataoui: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Abstract: This research focuses on the effects of physical atmosphere components on Internet user behavior when browsing a merchant website. It thus responds to the recent call from researchers to develop work on atmosphere, in particular by mobilizing new technologies. We manipulate the diffusion of an odor (congruent vs. incongruent vs. without odor) and measure the consequences on inferences of manipulative intent and purchase intention. The results obtained are discussed, inviting further work on the interaction effects between off- and online atmosphere factors.

Keywords: Atmosphere; Olfactory Marketing; Congruence; Merchant Website; Off and Online interaction (search for similar items in EconPapers)
Date: 2024-06-05
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Published in 40ème Congrès International de L'Association Française du Marketing, Jun 2024, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04865742

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