From the Store to the Kitchen: Herbal Scents Drive Wholesome Food Choice

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aut.relation.articlenumber103959
aut.relation.endpage103959
aut.relation.journalJournal of Retailing and Consumer Services
aut.relation.startpage103959
aut.relation.volume81
dc.contributor.authorPhillips, Megan
dc.contributor.authorKapitan, Sommer
dc.contributor.authorRush, Elaine
dc.date.accessioned2024-06-17T04:17:28Z
dc.date.available2024-06-17T04:17:28Z
dc.date.issued2024-06-13
dc.description.abstractAs retail adopts more use of scent to sell, this paper explores whether an herbal scent can be used to prime wholesome food choices. The results of two laboratory experiments (physical and online) and one field experiment show that the presence of an herbal scent (vs. non-herbal or no scent) – specifically a mixed herb odor – increases selection and purchase of wholesome foods. This is due to semantic associations created through repeated exposure to the smell of culinary herbs widely employed in global cuisines and everyday home cooking. Specifically, exposure to herbs (vs. no scent) activates associations to cooking and home-cooked meals, which in turn motivates consumers to select more wholesome ingredients to create a meal at home. The results of this research extend findings in olfactory congruence in marketing and ambient scents in retail to enhance understanding of the role of retail atmospherics in influencing food choice and sales. This research provides further implications of scent in retail settings for consumer health and well-being.
dc.identifier.citationJournal of Retailing and Consumer Services, ISSN: 0969-6989 (Print); 1873-1384 (Online), Elsevier, 81, 103959-103959. doi: 10.1016/j.jretconser.2024.103959
dc.identifier.doi10.1016/j.jretconser.2024.103959
dc.identifier.issn0969-6989
dc.identifier.issn1873-1384
dc.identifier.urihttp://hdl.handle.net/10292/17661
dc.languageen
dc.publisherElsevier
dc.relation.urihttps://www.sciencedirect.com/science/article/pii/S0969698924002558
dc.rights© 2024 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
dc.rights.accessrightsOpenAccess
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subject1503 Business and Management
dc.subject1505 Marketing
dc.subject1506 Tourism
dc.subjectMarketing
dc.subject3504 Commercial services
dc.subject3507 Strategy, management and organisational behaviour
dc.subject3509 Transportation, logistics and supply chains
dc.titleFrom the Store to the Kitchen: Herbal Scents Drive Wholesome Food Choice
dc.typeJournal Article
pubs.elements-id556521
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