2019 - Franco Angeli
Article
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Olfactory cues and consumers' purchase behavior in food products : a category management approach
73-100 p.
- In this study, we examined the impact of olfactory cues on consumers' food-product purchase behavior. Specifically, we applied a category management (CM) perspective. The theories of CM, cue congruence, and hedonic orientation for purchase behavior were applied using data collected through an experiment. These data were analyzed using quantitative and qualitative methods. The presence of olfactory cues has a positive impact on purchase behavior, as measured by product category sales, and no significant cannibalization effect on spatially related product categories occurred. Hedonism and cue congruence explain category differences and intra-category development. This study is the first to address changes in cross-category and within-category behavior resulting from an olfactory cue.
- We compared two effectiveness moderator theories: cue congruence and hedonic orientation. As a methodological improvement, we measured actual sales (instead of consumer intent) and complementary data via qualitative interviews. [Publisher's text].
Is part of
Economia agro-alimentare : XXI, 1, 2019-
Information
ISSN: 1972-4802
KEYWORDS
- Sensory marketing, olfaction, category management, hedonic orientation, purchase behavior
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In this issue
- Editorial
- Exploring gender differences in the Italian traditional pizza consumption
- Celiac and non-celiac consumers' experiences when purchasing gluten-free products in Italy
- Reverse Osmosis Water-Based Beverages as a Product Innovation in Gastronomic Facilities : Expert Panelists' Sensory Evaluation and Generation Y Consumers' Attitudes
- Olfactory cues and consumers' purchase behavior in food products : a category management approach
- Import Demand for Dairy Products in Chile and Competition among Exporting Countries : the Case of Milk Powder and Cheese
- Evaluating the Asset Transfer Model in Facilitating Sustainable Livelihoods in Rural Malawi
- Thinking outside the box and beyond the slaughterhouse
