Optimum Stimulation Level Theory and the Differential Impact of Olfactory Stimuli on Consumer Exploratory Tendencies

Abstract

Consumer response to ambient scent was examined by testing a comprehensive structural equation model derived from optimum stimulation level theory. Pleasantness of ambient scent was ma-nipulated in a laboratory setting, using pre-tested aroma compo-nents. Previously suggested direct effects of pleasantness on con-sumer stimulation could not be confirmed. Instead, the pleasantness of an ambient scent was found to moderate effects of consumer actual stimulation on exploratory tendencies. Effects were stronger in the unpleasantly scented condition, where consumer stimulation affected sensory stimulation-seeking (risk taking, variety-seeking) positively and cognitive stimulation-seeking (curiosity-motivated behavior) negatively. In addition, exploratory tendencies were influenced by consumer optimum stimulation level, regardless of scent pleasantness.