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




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 - Zeitschrift für Kommunikation und Markenmanagement
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
Open Access N


Ruzeviciute, Ruta (Former researcher)
Kamleitner, Bernadette (Details)
Pernt, Julia (Coca-Cola HBC Austria GmbH, Austria)
Institute for Marketing and Consumer Research IN (Details)
Competence Center for Experimental Research WE (Details)
Research areas (ÖSTAT 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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