Journal of Business and Psychology

, Volume 10, Issue 1, pp 87–98

Right under our noses: Ambient scent and consumer responses

  • Charles S. Gulas
  • Peter H. Bloch
Full Articles

DOI: 10.1007/BF02249272

Cite this article as:
Gulas, C.S. & Bloch, P.H. J Bus Psychol (1995) 10: 87. doi:10.1007/BF02249272


Despite frequent mention, we know relatively little about the effect of ambient environmental factors on consumer behavior. This paper discusses one important aspect of the environment, ambient scent. Based on research from several disciplines, a model describing the effect of ambient scent on consumers is propossed. Ambient scent is portrayed as an environmental cue that is compared with scent preferences to influence affective responses and ultimately approach-avoidance reactions. Moderators of these presumed relationships are also described. Suggestions for empirical research are provided and implications for marketing management are presented.

Copyright information

© Human Sciences Press, Inc. 1995

Authors and Affiliations

  • Charles S. Gulas
    • 1
  • Peter H. Bloch
    • 2
  1. 1.Dept. of MarketingWright State UniversityDayton
  2. 2.University of MissouriUSA