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.
| Original language | English |
|---|---|
| Pages (from-to) | 49 - 52 |
| Journal | transfer - Zeitschrift für Kommunikation und Markenmanagement |
| Volume | 63 |
| Issue number | 3 |
| Publication status | Published - 2017 |
Austrian Classification of Fields of Science and Technology (ÖFOS)
- 502020 Market research
- 501021 Social psychology
- 502019 Marketing
- 501002 Applied psychology