RIGHT UNDER OUR NOSES - AMBIENT SCENT AND CONSUMER RESPONSES

Despite frequent mention, we know relatively little about the effect o f ambient environmental factors on consumer behavior. This paper discu sses one important aspect of the environment, ambient scent. Based on research from several disciplines, a model describing the effect of am bient scent on consumers is proposed. Ambient scent is portrayed as an environmental cue that is compared with scent preferences to influenc e affective responses and ultimately approach-avoidance reactions. Mod erators of these presumed relationships are also described. Suggestion s for empirical research are provided and implications for marketing m anagement are presented.