Unpacking olfactory marketing: initial evidence for the positive effects of scented parcels on post-order consumer responses in e-commerce
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
Standard
in: Marketing Letters, 06.08.2025.
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
Harvard
APA
Vancouver
Bibtex
}
RIS
TY - JOUR
T1 - Unpacking olfactory marketing
T2 - initial evidence for the positive effects of scented parcels on post-order consumer responses in e-commerce
AU - Oberwegner, Niklas
AU - Cantner, Fabienne
AU - Imschloss, Monika
AU - Zürn, Michael K.
N1 - Publisher Copyright: © The Author(s) 2025.
PY - 2025/8/6
Y1 - 2025/8/6
N2 - Can the scent of a parcel influence post-order consumer responses in e-commerce? This study presents initial evidence for the untapped potential of olfactory marketing in online retail. We conducted an incentivized laboratory experiment in which participants received either scented or unscented parcels containing a product from a fictional outdoor sports brand. The results demonstrate that scented parcels significantly improve the unpacking experience, product evaluation, and brand perception, including green brand equity. Furthermore, scented parcels increase post-order willingness to pay. Our findings lay the foundation for exploring olfactory marketing in digital retail settings and offer practical insights for online retailers. We conclude our report by discussing potential moderating factors and identify further research questions.
AB - Can the scent of a parcel influence post-order consumer responses in e-commerce? This study presents initial evidence for the untapped potential of olfactory marketing in online retail. We conducted an incentivized laboratory experiment in which participants received either scented or unscented parcels containing a product from a fictional outdoor sports brand. The results demonstrate that scented parcels significantly improve the unpacking experience, product evaluation, and brand perception, including green brand equity. Furthermore, scented parcels increase post-order willingness to pay. Our findings lay the foundation for exploring olfactory marketing in digital retail settings and offer practical insights for online retailers. We conclude our report by discussing potential moderating factors and identify further research questions.
KW - E-commerce
KW - Olfactory marketing
KW - Scent
KW - Sensory marketing
KW - Management studies
UR - http://www.scopus.com/inward/record.url?scp=105012743085&partnerID=8YFLogxK
U2 - 10.1007/s11002-025-09786-2
DO - 10.1007/s11002-025-09786-2
M3 - Journal articles
AN - SCOPUS:105012743085
JO - Marketing Letters
JF - Marketing Letters
SN - 0923-0645
ER -