Quotation Pernt, Julia, Ruzeviciute, Ruta, Kamleitner, Bernadette. 2017. The effect of scented packaging on product attractiveness. Transfer. Werbeforschung & Praxis 63 (3), 49-52.


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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.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Journal article
Journal Transfer. Werbeforschung & Praxis
WU-Journal-Rating new MAR-D, STRAT-D
Language English
Title The effect of scented packaging on product attractiveness
Volume 63
Number 3
Year 2017
Page from 49
Page to 52
Reviewed? Y
DOI na

Associations

People
Ruzeviciute, Ruta (Former researcher)
Kamleitner, Bernadette (Details)
External
Pernt, Julia (Coca-Cola HBC Austria GmbH, Austria)
Organization
Marketing and Consumer Research IN (Details)
Competence Center for Sustainability Transformation and Responsibility WE (Details)
Competence Center for Experimental Research WE (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5320 Marketing (Details)
5321 Market research (Details)
5338 Science of advertising (Details)
5511 Social psychology (Details)
5532 Applied psychology (Details)
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