Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 157

Chapter 13 discusses aromas as a situational characteristic that influences consumer behavior. Assemble a small group of consumers and perform a focus group about their impressions of scent marketing. Also, investigate what effects consumers believe these scents have with their behavior. Compare and contrast these conscious reactions with what behavioral effects we know that scents have based on existing research.