The Cool Scent of Power: Effects of Ambient Scent on Preferences and Choice Behavior

Adriana Madzharov, Stevens Institute of Technology, USA
Lauren Block, Baruch College, USA
Maureen Morrin, Temple University, USA
The present paper examines the effects of ambient scents that differ on perceived temperature on consumer perceptions and buying behavior. We demonstrate that warm vs. cool scents bias social density perceptions and ultimately lead to power-compensatory consumption behavior such as increased purchases of luxury brands and high-status products.
[ to cite ]:
Adriana Madzharov, Lauren Block, and Maureen Morrin (2014) ,"The Cool Scent of Power: Effects of Ambient Scent on Preferences and Choice Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 593-595.