A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development

Humans have deliberately scented their environment for purpose or pleasure for millennia. In the contemporary marketplace most consumers prefer and purchase scented versions of common household products. However, the drivers of this consumer preference have not been elucidated. To explain the attrac...

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Bibliographic Details
Published in:	Cognitive research: principles and implications Vol. 7; no. 1; p. 28
Main Authors:	Herz, Rachel S., Larsson, Maria, Trujillo, Rafael, Casola, Marisa C., Ahmed, Farah K., Lipe, Stacy, Brashear, Morgan E.
Format:	Journal Article
Language:	English
Published:	Cham Springer International Publishing 01-04-2022 Springer Springer Nature B.V SpringerOpen
Subjects:	Attitude Behavioral Science and Psychology Cognition Cognitive Processes Cognitive Psychology confidence Consumer Behavior consumer behaviour Consumer Economics cross-modal interactions Emotion Experimental Psychology Family and Consumer Sciences health household consumer products Household Products Households Humans Laundry Marketing Memory motivated behaviour Motivation Neurosciences Odorants Off odor Olfaction Olfactory Perception Perception Preferences Psychology psykologi Purchasing quality of life Review Review Article Scent scent marketing Sensory evaluation sensory marketing Social Behavior social behaviour three-factor framework Well Being Health Three-factor framework Memory Cognition Consumer behaviour Quality of life Household consumer products Motivated behaviour Scent marketing Confidence Olfaction Sensory marketing Perception Scent Emotion Social behaviour Cross-modal interactions
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Summary:	Humans have deliberately scented their environment for purpose or pleasure for millennia. In the contemporary marketplace most consumers prefer and purchase scented versions of common household products. However, the drivers of this consumer preference have not been elucidated. To explain the attraction to scent in household products we propose a novel three-factor framework, comprising functional benefits (malodor mitigation, base odor coverage, freshening), in -use experience benefits (cleanliness, efficacy, pleasure), and emotional benefits (increasing in confidence, mood and nostalgia). To support this framework, we present new data from a market research survey on US consumer purchasing habits and attitudes towards home cleaning, laundry, and air freshening products. Further substantiating our framework, a focused review of olfactory psychological science illustrating the central role of scent in cognition, wellbeing, motivated behavior, and social behavior, as well as sensory marketing research highlights the benefits and implications of scent in consumer household products. Based on our three-factor framework we go on to discuss the potential for scent to influence health and raise issues to consider (such as potential negative responding to fragranced products). We conclude by showcasing new opportunities for future research in olfactory science and on scented household products that can advance the positive impacts of scent.
Bibliography:	ObjectType-Article-2 SourceType-Scholarly Journals-1 ObjectType-Feature-3 content type line 23 ObjectType-Review-1 ObjectType-Report-1
ISSN:	2365-7464 2365-7464
DOI:	10.1186/s41235-022-00378-6