text: Ambient scent and consumer exploratory behaviour: A causal analys...: Ingenta Connect
  Home / Journal of Wine Research, Volume 16, Number 2
  Ambient scent and consumer exploratory behaviour: A causal analysis
  Authors: Orth, Ulrich 1 ; Bourrain, Aurelie 2 ;
  Source: Journal of Wine Research, Volume 16, Number 2, August 2005, pp. 137-150(14)
  DOI: https://doi.org/10.1080/09571260500327671
  Stimulating consumers to explore 'new' wines constitutes a major marketing challenge. This paper investigates the potential of retail atmospherics, namely ambient scent, for supporting consumer exploratory behaviour. Scents pretested to vary in pleasantness were diffused in a laboratory setting. Data were collected on consumer actual and optimum stimulation level, exploratory tendencies, and behaviour. It was determined that the pleasantness of a scent moderated effects of optimum and actual stimulation on risk taking, variety seeking, and curiosity-motivated behaviour. Downstream effects extended onto the importance of label colour, text, and grape variety in the preference development process. Theoretical and practical implications are discussed.
  Affiliations: 1: College of Business, Oregon State University, Bexell Hall 330, Corvallis, OR, 97331-2603, USA 2: Institut supérieur d'agriculture (ISARA), Lyon, 31 Place Bellecour, 69288, Lyon, France