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O AROMA AMBIENTAL E SUA RELAÇÃO COM AS AVALIAÇÕES E INTENÇÕES DO CONSUMIDOR NO VAREJO

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Author(s): André Luiz Carvalho Nunes da Costa | Salomão Alencar de Farias

Journal: RAE : Revista de Administração de Empresas
ISSN 0034-7590

Volume: 51;
Issue: 6;
Start page: 528;
Date: 2011;
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Keywords: Retail | store atmosphere | scent | olfaction | consumer behavior

ABSTRACT
The atmosphere of a store can be used to produce specific emotions that enhance purchase probability, and the ambient scent,artificially added, is among its dimensions. This article investigates the relationship between the presence of an ambient scent in a retail store, and customers’ evaluation of the store, its environment and products, as well as the behavioral intentions related to return and time spent in the store. The research design included an exploratory stage, examination of publications in the fields of physiology, psychology and consumer behavior, to provide the conceptual background and to formulate research hypothesis; and a causal stage, quasi-experiment,to verify the effects of scent presence. Semantic differential scales were employed for data collection. Descriptive statistics and hypothesistest were performed for data analysis and the results revealed that the scent presence did not improve the evaluations or the intent to return but retained the consumer longer in the store.
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