The effects of cognitive thinking style and ambient scent on online consumer approach behavior, experience approach behavior, and search motivation

Gideon Vinitzky, David Mazursky*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

43 Scopus citations

Abstract

This study evaluates the effect of the interaction between cognitive variables and the presence of scent on online search motivation, purchase characteristics, and telepresence. An interaction between consumers' type of thought process and the presence of scent was identified as influencing search motivation (attention focus and challenge) and telepresence experience. Ambient scent influenced the search motivation of consumers possessing systematic cognitive thinking style (SCTS) and the telepresence experience of consumers with intuitive cognitive thinking style (ICTS). In addition, much in the same way that ambient scent affects consumer behavior in traditional stores, in online settings consumers exposed to scent were found to demonstrate a higher degree of approach behavior. The results suggest extending the S-O-R model by emphasizing cognitive thinking style as a mediator of environmental stimuli.

Original languageEnglish
Pages (from-to)496-519
Number of pages24
JournalPsychology and Marketing
Volume28
Issue number5
DOIs
StatePublished - May 2011

Fingerprint

Dive into the research topics of 'The effects of cognitive thinking style and ambient scent on online consumer approach behavior, experience approach behavior, and search motivation'. Together they form a unique fingerprint.

Cite this