Effects of Scent and Interpersonal Influence on Consumer Trust

Abstract

This study investigated the effect of the environment scent in a situation of interaction between consumer and salesperson. To verify this interaction were performed two experimental studies. The first study analyzed consumer trust in the sales agent after a situation of interpersonal influence (flattery) made ​​by the salesperson in an environment with scent. The second study used the same environment with the scent, however, the interpersonal influence (flattery) was made by two people: the sales agent and the store manager. The results revealed that when the interaction between the salesperson and the consumer occurs in an environment with a clean scent, the trust the consumer has in the seller is greater than when the interaction occurs in an environment without any aroma or even in an environment where the scent is congruent with the type of product sold.  However, the study also found that when the interpersonal influence is performed by two actors with the same goals (e.g., selling), the positive effect of the clean scent on consumer attitudes and judgments is decreased. Trust acted as a mediator in the relationship between the scent and purchase intent.

DOI: 10.5585/remark.v12i1.2481