Scent marketing effects on consumer perceptions and behavior

The article analyzes the concept of scent marketing, the effects of scent on consumers’ perceptions, and reviews the effects of scent on consumers’ behavior. Scent marketing is a way of sensory marketing. Scents can be applied in various forms of a product to differentiate, position, and strengthen a brand and its image. Fragrance helps to create a first impression and can affect feelings, emotions, and behavior subconsciously. Consumers semantically connect certain scents to warm sensations, while relating others to cold sensations. Scent manipulations lead consumers to feel warmer or cooler, also scents affect consumers’ food consumption behavior, potential voters’ preferences, and perception of the environment. Scent positively influences consumers’ willingness to pay a price premium, and purchase more premium brands. The right scent can tempt customers to spend longer at a business. Scent marketing plays a role in making the environment more effective, which is why some brands patented their signature fragrances. A signature scent that fits with the brand can evoke positive emotional responses, make customers recall their experiences, and distinguish the brand from its competitors.