Impact of ambient odors on mall shoppers' emotions, cognition, and spending

Abstract

The authors tested the effect of ambient scents in a shopping mall environment. Two competing models were used. The first model is derived from the environmental psychology research stream by Mehrabian and Russel (1974) and Donovan and Rossiter (1982) where atmospheric cues generate pleasure and arousal, and, in turn, an approach/avoidance behavior. The emotion–cognition model is supported by Zajonc and Markus (1984). The second model to be tested is based on Lazarus' (1991) cognitive theory of emotions. In this latter model, shoppers' perceptions of the retail environment and product quality mediate the effects of ambient scent cues on emotions and spending behaviors. Positive affect is enhanced from shoppers' evaluations. Using structural equation modeling the authors conclude that the cognitive theory of emotions better explains the effect of ambient scent. Managerial implications are discussed.