The effect of scented packaging on product attractiveness

Julia Pernt, Ruta Ruzeviciute, Bernadette Kamleitner

Publikation: Wissenschaftliche FachzeitschriftOriginalbeitrag in FachzeitschriftBegutachtung

Abstract

Marketing engaging consumers' senses has been growing in importance, however in this context little attention has been paid to the most effective marketing tool at the point of sale: the packaging. By means of an experiment, this study explores whether and how scented packaging influences product attractiveness and its purchase intentions. The results suggest that using scent for packaging can indeed enhance product-related reactions and intentions. Yet, the effect is observed just for product categories for which scent is primary product attribute.
OriginalspracheEnglisch
Seiten (von - bis)49 - 52
Fachzeitschrifttransfer - Zeitschrift für Kommunikation und Markenmanagement
Jahrgang63
Ausgabenummer3
PublikationsstatusVeröffentlicht - 2017

Österreichische Systematik der Wissenschaftszweige (ÖFOS)

  • 502020 Marktforschung
  • 501021 Sozialpsychologie
  • 502019 Marketing
  • 501002 Angewandte Psychologie

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