Percorrer por autor "Zakharchenko, Tetiana"
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- The effect of gender (in) congruent ambient scent on male and female consumer purchasing behaviorPublication . Zakharchenko, Tetiana; Santos, Ana Paula QueirogaSensory marketing with its correct and competent use can be an effective way to attract consumers to the store environment. The store ambient scent can influence the creation of a pleasant atmosphere in the store that will prompt the consumer to purchasing behaviour. The aim of this study is to extend scent marketing research: (i) by analyzing the effect of a gender-congruent and incongruent ambient scent on consumer purchasing behavior; and (ii) by exploring how does the gender-congruent and incongruent ambient scent affect consumer purchasing behavior depending on the consumers' gender difference. A field experiment with 120 participants has showed that an incongruent ambient scent affects the increase in actual purchases of consumers but the results haven’t confirmed the assumption of the positive impact on the perception of the store quality and perception of the product quality. There weren't found significant gender differences in loyalty observed between the corresponding male and female store departments. There was found that gender differences and the type of the store department influence on the extent to which congruent and incongruent scent motivate consumers to spend money on the store.