Negative effects of ambient scents on consumers’ skepticism about retailer’s motives

Ambient odors are used to enhance consumer’s emotional and attitudinal responses so that he behaves in a way that is profitable for the retailer. However, the literature reveals that consumer’s knowledge about such marketing tactics may make that proposition fail. This article suggests that environmental characteristics can influence consumer skepticism and in turn emotional and attitudinal responses. We begin by reviewing the literature on (1) ambient odors and (2) skepticism to emphasize the potential influence of store environment on consumer skepticism. Then, we turn to a scenario-based experiment designed to shed light on the underlying process.