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This movie theater smells different : the effect of ambient scent on moviegoer evaluations and behaviors

2013Working paper Open access
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dc.contributor.authorVeríssimo, José
dc.contributor.authorPereira, Rui Luis Alves
dc.date.accessioned2015-11-12T09:34:16Z
dc.date.available2015-11-12T09:34:16Z
dc.date.issued2013
dc.description.abstractThis article discusses the effects of ambient scent on moviegoer evaluations and behaviors. We conducted a “natural experiment” wherein an ambient scent was introduced to movie theaters. After a preliminary study to select the scent for use in the experiment, 407 moviegoers completed a questionnaire at the end of movie screenings, 204 of whom were spectators subject to the aromatic stimulus. The introduction of scent produced significant differences in general evaluations of the theater, its environment, the sales of concession products, and moviegoers’ intention to return. These results are in line with those from existing literature, except for those on the impact of ambient scent on product evaluations. The study’s findings are of practical interest to retailers, since they provide suggestions on enhancing the quality of consumer experiences and on the differentiation of spaces.pt_PT
dc.identifier.citationVeríssimo, José and Rui Luis Alves Pereira .2013. "This movie theater smells different : the effect of ambient scent on moviegoer evaluations and behaviors". Instituto Superior de Economia e Gestão. Departamento de Gestão – ADVANCE Working paper nº 1-13pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.5/10115
dc.language.isoengpt_PT
dc.publisherISEG – Departamento de Gestãopt_PT
dc.relation.ispartofseriesDG/ ADVANCE Working paper nº 1-13
dc.subjectAtmospherept_PT
dc.subjectAmbient Scentpt_PT
dc.subjectMovie Theaterpt_PT
dc.subjectExperimentpt_PT
dc.subjectConsumer Behaviorpt_PT
dc.titleThis movie theater smells different : the effect of ambient scent on moviegoer evaluations and behaviorspt_PT
dc.typeworking paper
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typeworkingPaperpt_PT

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