The Influence of Sensory Marketing on Consumer Behaviour

Sensory marketing, a burgeoning field within marketing, explores the potent influence of the five senses – sight, smell, sound, taste, and touch – on consumer perception and behaviour. This essay will delve into the profound impact of sensory marketing, specifically focusing on the olfactory sense (smell), and its ability to shape consumer experiences and drive purchasing decisions. We will examine a field experiment conducted by Chebat and Michon (2003) to illustrate these concepts.

The Power of Scent: A Case Study

Chebat and Michon (2003) conducted a compelling field experiment in a Canadian shopping mall to investigate the effects of ambient scent on shopper arousal and emotions, and consequently, their perceptions of the shopping environment and product quality.

Methodology: The experiment spanned two weeks. The first week served as a control period, with no scent manipulation. In the second week, a pleasant citrus fragrance was diffused throughout the mall's main corridor. Graduate marketing students, who refrained from wearing perfume, administered questionnaires to a total of 592 participants (447 during the control week and 145 during the scent week). The questionnaire gauged participants' perceptions of their shopping experience, including their assessment of product quality, the shopping environment, and their feelings of pleasure and arousal.

Findings and Implications: The results revealed a significant correlation between the presence of the citrus scent and more favourable perceptions of both product quality and the shopping environment. Participants exposed to the pleasant aroma reported a more enjoyable shopping experience and perceived the products as being of higher quality, even though the products themselves remained unchanged. This suggests that scent, even at a subconscious level, can influence consumer judgment and decision-making.

Theoretical Explanation: Why Does Scent Matter?

This phenomenon can be attributed to the unique way in which the olfactory system processes information. Unlike our other senses, smell is directly linked to the limbic system, the brain's emotional centre, and the hippocampus, which plays a crucial role in memory formation. This intimate connection explains why scents have the power to evoke strong emotional responses and create lasting memories associated with particular experiences or products.

Examples of Scent Marketing in Action

The strategic use of scent, as demonstrated by Chebat and Michon's study, is not limited to academic research. Retailers across various sectors have successfully incorporated scent marketing into their strategies:

• Abercrombie & Fitch: Known for its strong, signature scent, Abercrombie & Fitch uses a powerful aroma throughout its stores to create a distinctive brand identity and a memorable shopping experience.
• Starbucks: The enticing aroma of freshly brewed coffee is synonymous with the Starbucks brand. While not artificially introduced, Starbucks leverages the natural scent of its product to stimulate appetite and create a welcoming atmosphere.
• Hotels: Many high-end hotels use signature scents in their lobbies and common areas to enhance the guest experience, create a luxurious ambiance, and foster a sense of brand recognition.

Conclusion

Sensory marketing, particularly the strategic use of scent, holds immense potential for influencing consumer behaviour. As demonstrated by Chebat and Michon's research, ambient scents can evoke positive emotions, enhance product perception, and improve the overall shopping experience. By understanding the profound connection between our senses and our emotions, marketers can leverage the power of scent to create meaningful brand experiences, foster customer loyalty, and ultimately, drive sales.

References

Chebat, J.-C., & Michon, R. (2003). Empirical testing of a model of affective responses mediated by ITAM. Journal of Business Research, 56(11), 913–922.