When Keeping It Simple Isn't Stupid: the Cost of Olfactory Complexity
Scents are widely used across retail-environments to make consumers linger longer. These positive effects of scent are generally attributed to mood-enhancement. Across four studies, we investigate the under-researched dimension of scent complexity and show that complex scents (vs. simple) impair cognitive task performance. The effect is moderated by perceived familiarity.
Shilpa Madan and Elison Lim (2015) ,"When Keeping It Simple Isn't Stupid: the Cost of Olfactory Complexity", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 194-192.
Shilpa Madan, Nanyang Technological University, Singapore
Elison Lim, Nanyang Technological University, Institute on Asian Consumer Insight, Singapore
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction
Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA
F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy
Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA
The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews
Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA