Review the 4 1 SCENT MARKETING REACHES CONSUMERS EMOTIONS case study in your textbook beginning on page 674 Then, in a 4 to 6 page paper in APA format, respond to the following Chapter 13 discusses aromas as a situational characteristic that influences consumer behavior Assemble a small group of consumers and perform a focus group about their impressions of scent marketing Also, investigate what effects consumers believe these scents have with their behavior Compare and contrast these conscious reactions with what behavioral effects we know that scents have based on existing research Chapter 14 discusses the nature of problem recognition Discuss the role that scent marketing might play in problem recognition in terms of actual state and desired state Chapter 16 discusses consumer choice processes Does scent marketing most impact affective choice, attitude based choice, or attribute based choice Justify your answer Chapter 16 also discusses bounded rationality, which is consumers limited capacity for processing information Many retailers who use scent diffusers use such small amounts of scent that consumers may not realize that the retailers scent is playing a role Discuss the ethical implications When it comes to the ethical implications of scent marketing, do you feel that there is a difference in retailers that use natural scents (like food retailers baking in the retail space) versus retailers that use artificially manufactured scents Brainstorm a short list of brands, make sure that some are typically involved with nominal decision making and others are typically associated with extensive decision making Then, imagine you are a marketer for those brands, and describe the types of aromas that would match with each brand

The Answer is in the image, click to view ...

Answered step by step

Verified Expert Solution

Link Copied!

Question

1 Approved Answer

Posted on Oct 05, 2024

Review the 4-1 SCENT MARKETING REACHES CONSUMERS EMOTIONS case study in your textbook beginning on page 674. Then, in a 4 to 6 page paper

Review the 4-1 SCENT MARKETING REACHES CONSUMERS EMOTIONS case study in your textbook beginning on page 674. Then, in a 4 to 6 page paper in APA format, respond to the following:

Chapter 13 discusses aromas as a situational characteristic that influences consumer behavior. Assemble a small group of consumers and perform a focus group about their impressions of scent marketing. Also, investigate what effects consumers believe these scents have with their behavior. Compare and contrast these conscious reactions with what behavioral effects we know that scents have based on existing research.
Chapter 14 discusses the nature of problem recognition. Discuss the role that scent marketing might play in problem recognition in terms of actual state and desired state.
Chapter 16 discusses consumer choice processes. Does scent marketing most impact affective choice, attitude-based choice, or attribute-based choice? Justify your answer.
Chapter 16 also discusses bounded rationality, which is consumers limited capacity for processing information. Many retailers who use scent diffusers use such small amounts of scent that consumers may not realize that the retailers scent is playing a role. Discuss the ethical implications.
When it comes to the ethical implications of scent marketing, do you feel that there is a difference in retailers that use natural scents (like food retailers baking in the retail space) versus retailers that use artificially manufactured scents?
Brainstorm a short list of brands, make sure that some are typically involved with nominal decision making and others are typically associated with extensive decision making. Then, imagine you are a marketer for those brands, and describe the types of aromas that would match with each brand.