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Journal article Open Access Scopus Source The journal / series is indexed in Scopus (SCImago list). The article itself has not been verified. 14 Citations Quartil Q3

Sounds of scents: olfactory-auditory correspondences in the online purchase experience of perfume

Mahdavi, M. , Barbosa, B. , Oliveira, Z. , Chkoniya, V.
ISLA — Instituto Politécnico de Gestão e Tecnologia
Revista Brasileira de Gestao de Negocios, Volume 22, Issue 4, 2020, pp. 836–853
DOI: 10.7819/rbgn.v22i4.4083

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Abstract
Purpose – Perfume is arguably one of the most challenging experience products offered online. This article explores how the associations between the human senses of olfaction and audition can help consumers recognize the characteristics of the scent in the absence of the real scent. Method – Given the scarcity of contributions regarding online shopping behavior for perfume, an exploratory qualitative approach was implemented. Twenty-seven in-depth interviews were conducted among individuals from three countries with prior experience of purchasing perfume online. Results –The study highlights the associations made by the interviewees between the types of sounds/voice and types of scents and the complementary role of these cues in online shopping for perfume. Practical implications – Both e-sellers and e-buyers can benefit from the findings of this research. In fact, it is likely that e-shoppers decide to either consider or ignore an unknown perfume for purchase based on the scent signals perceived from sounds, which can provide guidance for e-sellers as well.

Keywords

#perfume #online shopping #aroma perception #multisensory cues #acoustic cues #customer experience #e-Commerce #sensory associations #Purchasing #Advertising #Psychology #Scarcity

Bibliographic Details

Publication Type Journal article
Publication Year 2020
Journal / Conference / Work Revista Brasileira de Gestao de Negocios
ISSN 19830807 18064892
Volume / Issue Vol. 22 (4)
Pagination pp. 836–853
Quartile (SCImago) Q3
Scopus Indexing Indexed source (via SCImago)

ISLA Authors & Affiliations

Z
Zaila Maria Oliveira
zailaoliveira@gmail.com ID: 511F-C11A-1CA7
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