Cosmetic scents by visual and olfactory senses versus purchase intention

While scent is generally considered the more important factor determining consumers’ choice of cosmetics, the first impression gained by a potential purchaser is the sight of the packaging design.

Cosmetic scents by visual and olfactory senses versus purchase intention

Li-Chun Yang and Kuan-Nien Chen

Kaohsiung Medical University

Introduction

Scent is a consideration for consumers when selecting certain products (Milotic 2003). In the industries of cosmetics, personal health care, house cleaning and food, manufacturers seek to find and add appropriate scents in their products. Scent selection has become an important issue in consumer behaviour. Research in this field usually uses questionnaire surveys as the tool to acquire data. An internet search failed to reveal any such research in which participants were asked to actually smell scents. Studies have...

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