 L'utilisation de l'odeur d'ambiance comme variable d'influence des comportements en magasin: quelles justifications ? / The use of ambiant odor as a mean to influence shopper's: what rationales ?Jean-François Lemoine and
Gaël Bonnin
No 1998-01, LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche from LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne Abstract: L'objectif de cet article est de s'interroger sur le potentiel que peut présenter l'odeur comme outil de gestion du point de vente. Si les fondements théoriques et les quelques expérimentations menées en distribution confirment les possibilités d'influence sur les individus, il est, en revanche, plus délicat d'identifier les modalités d'action de la variable olfactive. The purpose of this paper is to show how ambiant odor can be used at the point of sale in order to influence consumer behavior. If theories and experiments confirm the impact of odors on people, it is much more difficult to understand how this variable really acts. Keywords: Odeur; Point de vente; Comportement du consommateur; Atmosphère; Smell; Sale Outlet; Consumer Behavior; Atmosphere (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:lat:gstion:1998-01 Access Statistics for this paper More papers in LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche from LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne Pôle d'Economie et de Gestion - 2, bd Gabriel - BP 26611 - F-21066 Dijon cedex - France. Contact information at EDIRC. |
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