Short- and Long-Term Effects of Nonconsciously Processed Ambient Scents in a Servicescape: Findings From Two Field Experiments

Abstract

Ambient scents are being increasingly used in different service environments. While there is emerging research on the effects of scents, almost nothing is known about the long-term effects of consumers’ repeated exposure to ambient scents in a service environment as prior studies on ambient scents have been lab or field studies examining short-term effects of scent exposure only. Addressing this limitation, we examine the short- and long-term effects of ambient scents. Specifically, we present a conceptual framework for the short- and long-term effects of nonconsciously processed ambient scent in olfactory-rich servicescapes. We empirically test this framework with the help of two large-scale field experiments, conducted in collaboration with a major German railway company, in which consumers were exposed to a pleasant, nonconsciously processed scent. The first experiment demonstrates ambient scent’s positive short-term effects on consumers’ service perceptions. The second experiment—a longitudinal study conducted over a 4-month period—examines scent’s long-term effects on consumers’ reactions and demonstrates that the effects persist even when the scent has been removed from the servicescape.