Where does fragrance fit into the product concept? The effect of fragrance messages in different product categories
Howard R. MoskowitzMoskowitz Jacobs Inc., United States
We can scarcely walk through the aisles of a department store or supermarket without becoming aware of fragrance and aroma. For many years companies and scientists alike recognized that fragrance was a key to enjoying a product, but the merchandising of products was not engineered with the eye towards fragrance as it is today. Indeed, if we look at the business and scientific literatures of the past century, we will be struck by the...