Scents and Semantics: Do Fragrance Names Influence Consumer Perceptions of Scented Products?

Previous research on scent perception has focused on the effects of ambient scents (i.e. scents in the environment) on consumer decision making; however little work has examined how consumers process olfactory attributes that are integral to products. The proposed research investigates the effect of manipulating the descriptiveness of the label given to a scented product has on overall product evaluations. Results indicate that for scents that are familiar, hedonic ratings are significantly higher when the scent is labeled with a more abstract name. In contrast, hedonic ratings for unfamiliar scents are significantly higher when the verbal label is more concrete.



Citation:

Lauren Yourshaw (2010) ,"Scents and Semantics: Do Fragrance Names Influence Consumer Perceptions of Scented Products?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 938-939 .

Authors

Lauren Yourshaw, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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