The Scent of Art. Perception, Evaluation, and Behaviour in a Museum in Response to Olfactory Marketing
by
Francisco I. Vega-Gómez 1,*, Francisco J. Miranda-Gonzalez 1
, Jesús Pérez Mayo 1, 
Óscar Rodrigo González-López 1 and Laura Pascual-Nebreda 2
Francisco I. Vega-Gómez 1,*, Francisco J. Miranda-Gonzalez 1, Jesús Pérez Mayo 1, Óscar Rodrigo González-López 1 and Laura Pascual-Nebreda 2
1
Economy and Business Administration Faculty, University of Extremadura, 06006 Badajoz, Spain
2
Department of Business Economics, Faculty of Legal and Social Sciences, University Rey Juan Carlos, 28032 Madrid, Spain
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(4), 1384; https://doi.org/10.3390/su12041384 (registering DOI)
Received: 12 December 2019 / Revised: 7 February 2020 / Accepted: 11 February 2020 / Published: 13 February 2020
(This article belongs to the Special Issue Co-creation of Sustainable Tourism Experiences)
Olfactory marketing has been increasing its presence in commercial environments in recent years thanks to its influence on perceptions, evaluations, and behaviour. However, the number of scientific studies on the issue is limited, and this is even more true for nonprofit environments. The aim of this experiment is to provide empirical answers about the influence of smell on the evaluation and behavior of the consumer of nonprofit services, specifically the museum consumer. For this purpose, an experiment was carried out at the González Santana Museum over four weeks in March and April 2017, during which three rooms in the museum were filled with scents considered to be congruent. The results obtained from the MANCOVA analysis demonstrate scent having a significant influence on perceptions and evaluations, as well as on the intentions to revisit the institution, and significant repercussions for management and researching can be derived from this.
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Keywords:
ambient scent; behaviour; evaluation; MANCOVA; museum; olfactory marketing
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
MDPI and ACS Style
Vega-Gómez, F.I.; Miranda-Gonzalez, F.J.; Pérez Mayo, J.; González-López, Ó.R.; Pascual-Nebreda, L. The Scent of Art. Perception, Evaluation, and Behaviour in a Museum in Response to Olfactory Marketing. Sustainability 2020, 12, 1384.
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