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CONSUMER BEHAVIOR PT

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STUDY 1
Main purpose was to provide primary evidence that a warm (vs cool) scent leads to power
compensatory preferences by showing that people in a warm scent condition have a greater
preference for prestige focused (vs performance focused) advertising.
 Seventy eight (47% male) undergraduate business students from a large north-eastern U.S
university participants.
 Examining power-compensatory preferences and ad evaluation measures were
administered.
 Participants were asked to evaluate a prestige – focused and performance focused print
advertisement.
 Participants were asked to imagine that they worked for an advertising agency and had to
evaluate these two ads
 Both ads were similar only the slogan was different Prestige: Prestige is yours and
Performance: Experience a smooth ride.
RESULTS
 An ANOVA on ambient scent revealed a significant main effect on ad preference
such that people in the warm-versus the cool scent condition had a great preference
for the prestige – focused versus the performance focused ad.
 Study provided preliminary evidence that a warm vs cool scent leads to powercompensatory preferences by showing that people evaluated the prestige- focused ad
more positively.
STUDY 2
In this study the researcher expects that people in a warm (vs cool) scented store will purchase
significantly more premium brands and that a lowered sense of power typically motivates people
to seek ways to restore that sense of power, which they can accomplish by acquiring products
that demonstrates status.
 The number of items purchased per transaction and overall spending were measured
because they expected that customers who want to restore a sense of power may also be
more likely to purchase more items on a single occasion.
 Study 2 was ran as a single factor ( ambient scent: cool peppermint vs warm cinnamon)
between subjects
 Data was collected from 154 shoppers (42% male) shopped in the presence of the warm
scent and 89( 48% male) shopped in the presence of the cool scent.
PROCEDURE
 Experiment was conducted in an optics retail store in an urban shopping area.
 Both prescription and sunglasses for men, women and children were sold in a range of
wide brands and prices.
 Consistent advertising, pricing and product availability during the study period.
 Experiment ran for 22 days – 11 days for each scent and there was a 1 day of no scent
between the two conditions to ensure dissipation of the previous scent and full
ventilation of the store.
 Scent was diffused throughout the entire store with a commercial diffuser designed for
retail use. store owner and researcher adjusted the scent intensity to an unobtrusive level
(not attracting attention)
 Diffuser was set to 15seconds on/off timing and the same scent intensity was maintained
throughout the two scent condition periods.
 Data was collected during the stores operating hours (9:30am- 7:00) sales personel were
blind to the hypothesis
MEASURES
 Data was recorded and collected according to : brands purchases, number of items
purchased per transaction and total amount spent per-transaction.
 Only purchased data on sunglasses and prescription glasses was used, when a customer
purchases prescription glasses, he or she must choose the brand of frames into which the
lenses will be inserted.
 Customers could choose brands ranging from low-end/ private label to high end/ luxury
premium brands.
 51 brands of products were sold in the store. The store owner rate on the premium
dimension on a six point scale 1= low end and 6= premium.
 There were 16 brands in the premium category, 21 in the neutral category and 15 in the
low-end category.
 Low end - $61.48 neutral $156 and premium brands $256.50
RESULTS
The number of brands purchased in the 3 categories significantly differed across conditions.
 Customers in the warm scent condition made significantly more purchases from the
premium category compared with the other 2.
 Premium brands accounted for 11.4% of all purchases in the warm scent-scent condition,
compared to 3.2% in the cool-scent condition.
 There was no difference between conditions in the number of neutral brand purchases or
low end purchases.
 An ANOVA with scent as a between subjects factor revealed that the number of items
purchased was significantly higher than in the warm vs cool scent.
 ANOVA also revealed that although effect of scent did not reach significance, people
spent a higher total dollar amount in the warm vs cool scent.
Results show that in a warm vs cool scent condition shoppers are more likely to purchase
premium brands and purchase more items on a single shopping occasion. The next study aims to
replicate the effects of scent on purchasing behavior with a larger variety of products over a long
time period. The study design enables them to draw more specific conclusions that can be used
in retail strategy.
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