Innovation and trends in olfactory marketing: A review of the literature

• Authors: Shuvam Chatterjee , Paweł Bryła

Abstracts

EN

Aim/purpose - Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. This paper aims to review the studies involved in consumer purchase intentions influenced by fragrance and develop a framework for modeling consumer responses. Design/methodology/approach - PRISMA technique was used as a methodological approach. First, the researchers made criteria for inclusion and exclusion of studies along with the application of a set of keyword research strings to identify the relevant research articles. Second, prominent scientific search databases like EBSCO Host, Scopus, and ScienceDirect were used to mainly search the relevant literature. Findings - This article advances knowledge on the topic of fragrance marketing and proposes an integrative framework of consumer purchase responses considering the mutual relationship shared between fragrance, the influence of control variables, and response outcomes focusing on cognitive responses, intentions and behavior. The results of the conducted review also suggest that retail consumers tend to develop a positive attitude and behavior towards the place where the product and service are being sold. Research implications/limitations - The paper would be particularly helpful for managers in designing the right strategy for creating loyalty for their retail outlets and thereby creating a niche for themselves. Originality/value/contribution - The study assists marketers in understanding the impact of olfactory marketing in increasing short-term and long-term retail sales and determines future research directions to enrich the existence of these theories to fathom the essence behind consumers' interpretations of olfaction in retail outlets.

Keywords

EN

olfactory marketing; consumer behavior; retail store; marketing innovation; fragrance; review

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Journal of Economics and Management
• Year: 2022
• Volume: 44

Dates

published

2022

Contributors

author

Shuvam Chatterjee

• Doctoral School of Social Science Faculty of Management University of Lodz, Lodz, Poland

author

Paweł Bryła

• Department of International Marketing and Retailing Faculty of International & Political Studies University of Lodz, Lodz, Poland

References

• Adams, C., & Doucé, L. (2017). The effect of crossmodal congruency between ambient scent and the store environment on consumer reactions: An abstract. In M. Stieler (Ed.), Creating marketing magic and innovative future marketing trends (pp. 913-914). Cham: Springer. https://doi.org/10.1007/978-3-319-45596-9_169
• Anguera-Torrell, O., Álvarez León, I., Cappai, A., & Sanmartín Antolín, G. (2021). Do ambient scents in hotel guest rooms affect customers' emotions? European Journal of Tourism Research, 27, 2701-2716. https://doi.org/10.54055/ejtr.v27i.2120
• Axel, R. (1995). The molecular logic of smell. Scientific American, 273(4), 154-159. https://doi.org/10.1038/scientificamerican1095-154
• Bagasra, O., Golkar, Z., Garcia, M., Rice, L. N., & Pace, D. G. (2013). Role of perfumes in pathogenesis of autism. Medical Hypotheses, 80(6), 795-803. https://doi.org/10.1016/j.mehy.2013.03.014
• Baron, R. A. (1997). The sweet smell of... helping: Effects of pleasant ambient fragrance on prosocial behavior in shopping malls. Personality and Social Psychology Bulletin, 23(5), 498-503. https://doi.org/10.1177/0146167297235005
• Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.1177/002224299205600205
• Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior (9th ed.). Mason, OH: South-Western Thomas Learning.
• Bosmans, A. (2006). Scents and sensibility: When do (in) congruent ambient scents influence product evaluations? Journal of Marketing, 70(3), 32-43. https://doi.org/10.1509/jmkg.70.3.032
• Bradford, K. D., & Desrochers, D. M. (2009). The use of scents to influence consumers: The sense of using scents to make cents. Journal of Business Ethics, 90(2), 141-153. https://doi.org/10.1007/s10551-010-0377-5
• Castellanos, K. M., Hudson, J. A., Haviland-Jones, J., & Wilson, P. J. (2010). Does exposure to ambient odors influence the emotional content of memories? The American Journal of Psychology, 123(3), 269-279. https://doi.org/10.5406/amerjpsyc.123.3.0269
• Correia, C., Lopez, K. J., Wroblewski, K. E., Huisingh-Scheetz, M., Kern, D. W., Chen, R. C., Schumm, L. P., Dale, W., McClintock, M. K., & Pinto, J. M. (2016). Global sensory impairment in older adults in the United States. Journal of the American Geriatrics Society, 64(2), 306-313. https://doi.org/10.1111/jgs.13955
• Cassell, C., Denyer, D., & Tranfield, D. (2006). Using qualitative research synthesis to build an actionable knowledge base. Management Decision, 44(2), 213-227. https://doi.org/10.1108/00251740610650201
• Chebat, J. C., & Michon, R. (2003). Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research, 56(7), 529-539. https://doi.org/10.1016/S0148-2963(01)00247-8
• Chebat, J. C., Morrin, M., & Chebat, D.-R. (2009). Does age attenuate the impact of pleasant ambient scent on consumer response? Environment and Behavior, 41(2), 258-267. https://doi.org/10.1177/0013916507311792
• Christensen, G. L., & Olson, J. C. (2002). Mapping consumers' mental models with ZMET. Psychology & Marketing, 19(6), 477-501. https://doi.org/10.1002/mar.10021
• Davies, B. J., Kooijman, D., & Ward, P. (2003). The sweet smell of success: Olfaction in retailing. Journal of Marketing Management, 19(5-6), 611-627. https://doi.org/10.1080/0267257X.2003.9728228
• Doty, R. L., & Cameron, E. L. (2009). Sex differences and reproductive hormone influences on human odor perception. Physiology & Behavior, 97(2), 213-228. https://doi.org/10.1016/j.physbeh.2009.02.032
• Doucé L., & Janssens, W. (2013). The presence of a pleasant ambient scent in a fashion store: The moderating role of shopping motivation and affect intensity. Environment and Behavior, 45(2), 215-238. https://doi.org/10.1177/0013916511410421
• Doucé, L., Poels, K., Janssens, W., & De Backer, C. (2013). Smelling the books: The effect of chocolate scent on purchase-related behavior in a bookstore. Journal of Environmental Psychology, 36, 65-69. https://doi.org/10.1016/j.jenvp.2013.07.006
• Dörtyol, İ. T. (2021). Do consumers need to smell? Scale development and validation. Journal of Sensory Studies, 36(2), e12630. https://doi.org/10.1111/joss.12630
• Dravnieks, A. (1982). Odor quality: semantically generated multidimensional profiles are stable. Science, 218(4574), 799-801. https://doi.org/10.1126/science.7134974
• Errajaa, K., Legohérel, P., Daucé, B., & Bilgihan, A. (2021). Scent marketing: Linking the scent congruence with brand image. International Journal of Contemporary Hospitality Management, 33(2), 402-427. https://doi.org/10.1108/IJCHM-06-2020-0637
• Emsenhuber, B. (2011). Scent marketing: Making olfactory advertising pervasive. In J. Müller, F. Alt, D. Michelis (Eds.), Pervasive advertising (pp. 343-360). London: Springer. https://doi.org/10.1007/978-0-85729-352-7_17
• Fleck, N., & Maille, V. (2010). Thirty years of conflicting studies on the influence of congruence as perceived by the consumer: Overview, limitations and avenues for research. Recherche et Applications en Marketing (English edition), 25(4), 69-92. https://doi.org/10.1177/205157071002500404
• Gaby, J. M., & Tepper, B. J. (2020). A comparison of hedonic and emotional responses to common odors delivered by qPODs (Portable Olfactive Devices) and traditional sniff jars. Food Quality and Preference, 80, 103804. https://doi.org/10.1016/j.foodqual.2019.103804
• Guéguen, N., & Petr, C. (2006). Odors and consumer behavior in a restaurant. International Journal of Hospitality Management, 25(2), 335-339. https://doi.org/10.1016/j.ijhm.2005.04.007
• Gilbert, N. (2008). What the nose knows. New York: Crown Publishers.
• Girard, A., Lichters, M., Sarstedt, M., & Biswas, D. (2019). Short- and long-term effects of nonconsciously processed ambient scents in a servicescape: Findings from two field experiments. Journal of Service Research, 22(4), 440-455. https://doi.org/10.1177/1094670519842333
• Gvili, Y., Levy, S., & Zwilling, M. (2018). The sweet smell of advertising: The essence of matching scents with other ad cues. International Journal of Advertising, 37(4), 568-590. https://doi.org/10.1080/02650487.2017.1339584
• Guillet, B. D., Kozak, M., & Kucukusta, D. (2019). It's in the air: Aroma marketing and affective response in the hotel world. International Journal of Hospitality & Tourism Administration, 20(1), 1-14. https://doi.org/10.1080/15256480.2017.1359727
• Hao, A. W., Paul, J., Trott, S., Guo, C., & Wu, H.-H. (2021). Two decades of research on nation branding: A review and future research agenda. International Marketing Review, 38(1), 46-69. https://doi.org/10.1108/IMR-01-2019-0028
• Hansen, F., Percy, L., & Hansen, M. H. (2004). Consumer choice behaviour: An emotional theory (Research Paper, No. 1). Copenhagen: Department of Marketing, Copenhagen Business School.
• Helmefalk, M., & Hultén, B. (2017). Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers' emotions and purchase behavior. Journal of Retailing and Consumer Services, 38, 1-11. https://doi.org/10.1016/j.jretconser.2017.04.007
• Hertz, R. S. (1997). The effects of cue distinctiveness on odor-based context-dependent memory. Memory & Cognition, 25(3), 375-380. https://doi.org/10.3758/BF03211293
• Herz, R. S. (2011). The emotional, cognitive, and biological basics of olfaction: Implications and considerations for scent marketing. In A. Krishna (Ed.), Sensory marketing: Research on the sensuality of products (pp. 117-138). London: Routledge.
• Herz, R. S., & Engen, T. (1996). Odor memory: Review and analysis. Psychonomic Bulletin & Review, 3(3), 300-313. https://doi.org/10.3758/BF03210754
• Herrmann, A., Zidansek, M., Sprott, D. E., & Spangenberg, E. R. (2013). The power of simplicity: Processing fluency and the effects of olfactory cues on retail sales. Journal of Retailing, 89(1), 30-43. https://doi.org/10.1016/j.jretai.2012.08.002
• Hirsch, A. R. (1995). Effects of ambient odors on slot-machine usage in a Las Vegas casino. Psychology & Marketing, 12(7), 585-594. https://doi.org/10.1002/mar.4220120703
• Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
• Jacob, C., Stefan, J., & Guéguen, N. (2014). Ambient scent and consumer behavior: A field study in a florist's retail shop. The International Review of Retail, Distribution and Consumer Research, 24(1), 116-120. https://doi.org/10.1080/09593969.2013.821418
• Ji, M., & King, B. (2018). Explaining the embodied hospitality experience with ZMET. International Journal of Contemporary Hospitality Management, 30(11), 3442-3461. https://doi.org/10.1108/IJCHM-10-2017-0709
• Kivioja, K. (2017). Impact of point-of-purchase olfactory cues on purchase behavior. Journal of Consumer Marketing, 34(2), 119-131. https://doi.org/10.1108/JCM-08-2015-1506
• Knasko, S. C. (1995). Pleasant odors and congruency: Effects on approach behavior. Chemical senses, 20(5), 479-487. https://doi.org/10.1093/chemse/20.5.479
• Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
• Lwin, M. O., Morrin, M., & Krishna, A. (2010a). Exploring the superadditive effects of scent and pictures on verbal recall: An extension of dual coding theory. Journal of Consumer Psychology, 20(3), 317-326. https://doi.org/10.1016/j.jcps.2010.04.001
• Lwin, M. O., Morrin, M., & Krishna, A. (2010b), Product scent and memory. Journal of Consumer Research, 37(1), 57-67. https://doi.org/10.1016/j.jcps.2010.04.001
• Lehrner, J., Eckersberger, C., Walla, P., Pötsch, G., & Deecke, L. (2000). Ambient odor of orange in a dental office reduces anxiety and improves mood in female patients. Physiology & Behavior, 71(1-2), 83-86. https://doi.org/10.1016/S0031-9384(00)00308-5
• Lehrner, J., Marwinski, G., Lehr, S., Johren, P., & Deecke, L. (2005). Ambient odors of orange and lavender reduce anxiety and improve mood in a dental office. Physiology & Behavior, 86(1-2), 92-95. https://doi.org/10.1016/j.physbeh.2005.06.031
• Leenders, M. A., Smidts, A., & El Haji, A. (2019). Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers. Journal of Retailing and Consumer Services, 48, 270-280. https://doi.org/10.1016/j.jretconser.2016.05.007
• Liberati, A., Altman, D. G., Tetzlaff, J., Mulrow, C., Gøtzsche, P. C., Ioannidis, J. P., Clarke, M., Devereaux, P. J., Kleijnen, J., & Moher, D. (2009). The PRISMA statement for reporting systematic reviews and meta-analyses of studies that evaluate health care interventions: Explanation and elaboration. Journal of Clinical Epidemiology, 62(10), e1-e34. https://doi.org/10.1016/j.jclinepi.2009.06.006
• Lim, W. M., Yap, S. F., & Makkar, M. (2021). Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading? Journal of Business Research, 122, 534-566. https://doi.org/10.1016/j.jbusres.2020.08.051
• Lin, I. Y. (2004). Evaluating a servicescape: The effect of cognition and emotion. International Journal of Hospitality Management, 23(2), 163-178. https://doi.org/10.1016/j.ijhm.2003.01.001
• Ling, I-L., Yang, C.-M., Liu, Y.-F., & Tsai, Y.-H. (2009). Penetrating adolescents' mental models of mp3 with ZMET. Adolescence, 44(176), 949-963. Retrieved from https://fdocuments.in/document/penetrating-adolescents-mental-models-of-mp3-with-zmet.html?page=1
• De Luca, R., & Botelho, D. (2020). Olfactory priming on consumer categorization, recall, and choice. Psychology & Marketing, 37(8), 1101-1117. https://doi.org/10.1002/mar.21342
• Lunardo, R. (2012). Negative effects of ambient scents on consumers' skepticism about retailer's motives. Journal of Retailing and Consumer Services, 19(2), 179-185. https://doi.org/10.1016/j.jretconser.2011.11.007
• Martin, G. N., Apena, F., Chaudry, Z., Mulligan, Z., & Nixon, C. (2001). The development of an attitudes towards the Sense of Smell Questionnaire (SoSQ) and a comparison of different professions' responses. North American Journal of Psychology,3(3), 491-502. Retrieved from https://eprints.mdx.ac.uk/3516/
• Mattila, A. S., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of Retailing, 77(2), 273-289. https://doi.org/10.1016/S0022-4359(01)00042-2
• McKibbon, A. (2006). Systematic reviews and librarians. Library Trends, 55(1), 202-215. https://doi.org/10.1353/lib.2006.0049
• Mitchell, D. J., Kahn, B. E., & Knasko, S. C. (1995). There's something in the air: Effects of congruent or incongruent ambient odor on consumer decision making. Journal of Consumer Research, 22(2), 229-238. https://doi.org/10.1086/209447
• Möller, J., & Herm, S. (2013). Shaping retail brand personality perceptions by bodily experiences. Journal of Retailing, 89(4), 438-446. https://doi.org/10.1016/j.jretai.2013.05.004
• Morrison, M., Gan, S., Dubelaar, C., & Oppewal, H. (2011). In-store music and aroma influences on shopper behavior and satisfaction. Journal of Business Research, 64(6), 558-564. https://doi.org/10.1016/j.jbusres.2010.06.006
• Morrin, M. (2010). Scent marketing: An overview. In A. Krishna (Ed.), Sensory marketing: Research on the sensuality of products (pp. 75-86). New York: Routledge/Taylor & Francis Group.
• Morrin, M., & Chebat, J. C. (2005). Person-place congruency: The interactive effects of shopper style and atmospherics on consumer expenditures. Journal of Service Research, 8(2), 181-191. https://doi.org/10.1177/1094670505279420
• Morrin, M., Chebat, J. C., & Chebat, G. C. (2011). The impact of scent and music on consumer perceptions of time duration. In A, Krishna (Ed.), Sensory marketing. Research on the sensuality of products (pp. 153-164). London: Routledge.
• Morrin, M., & Ratneshwar, S. (2000). The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands. Journal of Business Research, 49(2), 157-165. https://doi.org/10.1016/S0148-2963(99)00006-5
• Morrin, M., & Ratneshwar, S. (2003). Does it make sense to use scents to enhance brand memory? Journal of Marketing Research, 40(1), 10-25. https://doi.org/10.1509/jmkr.40.1.10.19128
• Motyka, S., Grewal, D., Puccinelli, N. M., Roggeveen, A. L., Avnet, T., Daryanto, A., de Ruyter, K., & Wetzels, M. (2014). Regulatory fit: A meta-analytic synthesis. Journal of Consumer Psychology, 24(3), 394-410. https://doi.org/10.1016/j.jcps.2013.11.004
• Ngai, E. W. (2005). Customer relationship management research (1992-2002) An academic literature review and classification. Marketing Intelligence and Planning, 23(6), 582-605. https://doi.org/10.1108/02634500510624147
• Nibbe, N., & Orth, U. R. (2017). Odor in marketing. In A. Buettner (Ed.), Springer handbook of odor (pp. 141-142). Cham: Springer. https://doi.org/10.1007/978-3-319-26932-0_56
• Parodi, A., Sanguineti, R., Catalano, M., Penco, S., Pronzato, M. A., Scanarotti, C., & Bassi, A. M. (2010). A comparative study of leukaemia inhibitory factor and interleukin-1α intracellular content in a human keratinocyte cell line after exposure to cosmetic fragrances and sodium dodecyl sulphate. Toxicology Letters, 192(2), 101-107. https://doi.org/10.1016/j.toxlet.2009.10.013
• Pittaway, L., Robertson, M., Munir, K., Denyer, D., & Neely, A. (2004). Networking and innovation: A systematic review of the evidence. International Journal of Management Reviews, 5(3-4), 137-168. https://doi.org/10.1111/j.1460-8545.2004.00101.x
• Pullman, M. E., & Gross, M. A. (2004). Ability of experience design elements to elicit emotions and loyalty behaviors. Decision Sciences, 35(3), 551-578. https://doi.org/10.1111/j.0011-7315.2004.02611.x
• Rindfleisch, A., & Inman, J. (1998). Explaining the familiarity-liking relationship: Mere exposure, information availability, or social desirability? Marketing Letters, 9(1), 5-19. https://doi.org/10.1023/A:1007958302123
• Schifferstein, H. N. J., & Blok, S. T. (2002). The signal function of thematically (in) congruent ambient scents in a retail environment. Chemical Senses, 27(6), 539-549. https://doi.org/10.1093/chemse/27.6.539
• Schifferstein, H. N. J., Talke, K. S. S., & Oudshoorn, D.-J. (2011). Can ambient scent enhance the nightlife experience? Chemosensory perception, 4(1), 55-64. https://doi.org/10.1007/s12078-011-9088-2
• Seo, H.-S., Roidl, E., Müller, F., & Negoias, S. (2010). Odors enhance visual attention to congruent objects. Appetite, 54(3), 544-549. https://doi.org/10.1016/j.appet.2010.02.011
• Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496
• Silva, J., Sá, E. S., Escadas, M., & Carvalho, J. (2021). The influence of ambient scent on the passengers' experience, emotions and behavioral intentions: An experimental study in a public bus service. Transport Policy, 106, 88-98. https://doi.org/10.1016/j.tranpol.2021.03.022
• Solomon, M. R. (1996). Consumer behavior, buying, having, and being. London: Pearson Education.
• Spangenberg, E. R., Crowley, A. E., & Henderson, P. W. (1996). Improving the store environment: Do olfactory cues affect evaluations and behaviors? Journal of Marketing, 60(2), 67-80. https://doi.org/10.2307/1251931
• Spangenberg, E. R., Grohmann, B., & Sprott, D. E. (2005). It's beginning to smell (and sound) a lot like Christmas: The interactive effects of ambient scent and music in a retail setting. Journal of Business Research, 58(11), 1583-1589. https://doi.org/10.1016/j.jbusres.2004.09.005
• Spangenberg, E. R., Sprott, D. E., Grohmann, B., & Tracy, D. L. (2006). Gender-congruent ambient scent influences on approach and avoidance behaviors in a retail store. Journal of Business Research, 59(12), 1281-1287. https://doi.org/10.1016/j.jbusres.2006.08.006
• Spence, C. (2021). Scent in motion: On the multiple uses of ambient scent in the context of passenger transport. Frontiers in Psychology, 12, 702517. http://doi.org/10.3389/fpsyg.2021.702517
• Teller, C., & Dennis, C. (2012). The effect of ambient scent on consumers' perception, emotions and behaviour: A critical review. Journal of Marketing Management, 28(1-2), 14-36. https://doi.org/10.1080/0267257X.2011.560719
• Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207-222. https://doi.org/10.1111/1467-8551.00375
• Tranfield, D., Denyer, D., Marcos, J., & Burr, M. (2004). Co-producing management knowledge. Management Decision, 42(3/4), 375-386. https://doi.org/10.1108/00251740410518895
• Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193-211. https://doi.org/10.1016/S0148-2963(99)00010-7
• Vijaya, N., Umamathi, T., Baby, A. G., Dorothy, R., Rajendran, S., Arockiaselvi, J.,& Al-Hashem, A. (2020). Nanomaterials in fragrance products. In A. Nanda, S. Nanda, T. A. Nguyen, S. Rajendran, Y. Slimani (Eds.), Nanocosmetics. Fundamentals, applications and toxicity micro and nano technologies (pp. 247-265). Amsterdam: Elsevier. https://doi.org/10.1016/B978-0-12-822286-7.00012-7
• Vinitzky, G., & Mazursky, D. (2011). The effects of cognitive thinking style and ambient scent on online consumer approach behavior, experience approach behavior, and search motivation. Psychology & Marketing, 28(5), 496-519. https://doi.org/10.1002/mar.20398
• Vlahos, J. (2007, September 9). Scent and sensibility. New York Times. Retrieved from https://www.nytimes.com/2007/09/09/realestate/keymagazine/909SCENT-txt.html
• Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320. https://doi.org/10.1509/jmkr.40.3.310.19238
• Ward, P., Davies, B. J., & Kooijman, D. (2007). Olfaction and the retail environment: Examining the influence of ambient scent. Service Business, 1(4), 295-316. https://doi.org/10.1007/s11628-006-0018-3
• Warden, C. A., & Chen, J. F. (2009). When hot and noisy is good: Chinese values renao and consumption metaphors. Asia Pacific Journal of Marketing and Logistics, 21(2), 216-231. https://doi.org/10.1108/13555850910950040
• Xiao, J., Tait, M., & Kang, J. (2020). Understanding smellscapes: Sense-making of smell-triggered emotions in place. Emotion, Space and Society, 37, 100710. https://doi.org/10.1016/j.emospa.2020.100710
• Yang, L.-C., & Chen, K.-N. (2015). Cosmetic scents by visual and olfactory senses versus purchase intention. International Journal of Market Research, 57(1), 125-144. https://doi.org/10.2501/IJMR-2014-039
• Yousem, D. M., Maldjian, J. A., Siddiqi, F., Hummel, T., Alsop, D. C., Geckle, R. J., Bilker, W. B., & Doty, R. L. (1999). Gender effects on odor-stimulated functional magnetic resonance imaging. Brain Research, 818(2), 480-487. https://doi.org/10.1016/S0006-8993(98)01276-1
• Zaltman, G. (1997). Rethinking market research: Putting people back in. Journal of Marketing Research, 34(4), 424-437. https://doi.org/10.1177/002224379703400402
• Zaltman, G., & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35(4), 35-51.

Identifiers

DOI

10.22367/jem.2022.44.09

Biblioteka Nauki

2058086