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心理科学进展 2011
Application of Scents in Marketing
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Abstract:
Scent marketing is a type of experiential marketing based on the relationship of scent, emotion, memory and behavioral decision. In recent years, psychologists and marketing researchers have been paying more attention to scent marketing, mainly focusing on its rationale, marketing effects and its interaction with other factors. The research proves the effective value of pleasant scents to extend customer in-store shopping time, improve product evaluation and enhance brand recognition. Future scent-marketing...