Abstract
Purpose – Perfume is arguably one of the most challenging experience products offered online. This article explores how the associations between the human senses of olfaction and audition can help consumers recognize the characteristics of the scent in the absence of the real scent. Method – Given the scarcity of contributions regarding online shopping behavior for perfume, an exploratory qualitative approach was implemented. Twenty-seven in-depth interviews were conducted among individuals from three countries with prior experience of purchasing perfume online. Results –The study highlights the associations made by the interviewees between the types of sounds/voice and types of scents and the complementary role of these cues in online shopping for perfume. Practical implications – Both e-sellers and e-buyers can benefit from the findings of this research. In fact, it is likely that e-shoppers decide to either consider or ignore an unknown perfume for purchase based on the scent signals perceived from sounds, which can provide guidance for e-sellers as well.
Highlights
Recent years have witnessed online shopping as a booming research theme in the area of marketing and consumer behavior
This article aims to explore whether cross-modal correspondences between the human senses and, in particular, the senses of olfaction and audition, help e-shoppers with their purchase decision making given the absence of the real scent in online settings
The participants in this study were able to associate types of music and tones of the human voice with scent families and components. They recognized that these elements are important complements of other information provided in online stores regarding perfume, by giving an immediate idea of whether the perfume is, for instance, fresh or intense or sweet
Summary
Recent years have witnessed online shopping as a booming research theme in the area of marketing and consumer behavior. A great deal of attention has been dedicated to the subject in the extant literature, surprisingly, the informativeness of the internet regarding experience goods, in particular perfume, has been scarcely explored. Purchasing fragrances online without previous knowledge of the scent leads to problems with purchase decision making. This article aims to explore whether cross-modal correspondences between the human senses and, in particular, the senses of olfaction and audition, help e-shoppers with their purchase decision making given the absence of the real scent in online settings. The olfactory-auditory correspondences that can convey the characteristics of scents are deemed to be of high value and importance both for perfume manufacturers and sellers that intend to boost their online sales. This paper tries to answer the following research question: How can olfactory-auditory cues help e-shoppers recognize whether a certain scent/perfume is appropriate for them?
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