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.
Citation:
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.
Authors
Shilpa Madan, Nanyang Technological University, Singapore
Elison Lim, Nanyang Technological University, Institute on Asian Consumer Insight, Singapore
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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