A meta-analytic comparison of scent effect between retailing and hospitality

A meta-analytic comparison of scent effect between retailing and hospitality

PurposeThis meta-analysis aims to examine and compare the pleasant ambient scent effects on consumers’ affective, cognitive and behavioural responses in the retail and hospitality sectors.Design/methodology/approach55 articles, including 102 effect sizes, are collected from electronic databases and...

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Bibliographic Details
Published in:International journal of retail & distribution management Vol. 52; no. 4; pp. 461 - 476
Main Authors: Fong, Lawrence Hoc Nang, Wang, Erin Yirun, Ricaforte, Benigno Glenn R., Costa, Rui Augusto
Format: Journal Article
Language:English
Published: Bradford Emerald Publishing Limited 07-05-2024
Emerald Group Publishing Limited
Subjects:
Comparative studies
Consumer behavior
Consumers
Customer services
Hospitality industry
Hotels & motels
Marketing
Meta-analysis
Neurosciences
Odors
Retail stores
Retailing industry
Smell
Hospitality
Retailing
Scent
Sensory marketing
Smell
Meta-analysis
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Summary:PurposeThis meta-analysis aims to examine and compare the pleasant ambient scent effects on consumers’ affective, cognitive and behavioural responses in the retail and hospitality sectors.Design/methodology/approach55 articles, including 102 effect sizes, are collected from electronic databases and search engines. The effect of pleasant ambient scents on consumer responses is examined using meta-regression analysis.FindingsThe results show a positive effect of pleasant ambient scent on all responses in both sectors, while the effects on cognitive and behavioural responses are stronger in hospitality than retailing. Moreover, the scent effects in hospitality research vary with method aspects, including sampling frame, research design, setting and location.Research limitations/implicationsThe findings provide theoretical insights on the sensory tangibilization of experience and methodological insights on designing scent research.Originality/valueThe stronger effect of pleasant ambient scents on cognitive and behavioural responses in a hospitality environment signals that contextual differences should not be neglected. Moreover, hospitality researchers need to stay vigilant to the methodological influence on the findings about scent effects. These findings enrich the sensory marketing literature, in which contextual comparison is scarce.
ISSN:0959-0552
1758-6690
DOI:10.1108/IJRDM-08-2023-0508