Putting fragrance in perspective - The case of the hotels

Howard Moskowitz, Marco Bevolo, Rieko Shofu, David Moskowitz

Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected ‘economic’ (i.e., pricing) performance of different ideas about fragrance in hotels vs.

Putting fragrance in perspective – The case of the hotels

Rieko ShofuCorporate Design, Hakuhodo Inc., Japan

Marco BevoloNetherlands

David Moskowitz and Howard MoskowitzMoskowitz Jacobs Inc., United States

INTRODUCTION

“Scent branding is also an interesting...

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