향기가 소비자들의 판매점 및 제품의 평가에 미치는 영향 : 판매점의 복잡함(Crowding)과 실내온도의 영향을 중심으로

On the basis of empirical evidence from physiology and psychology, an olfaction model was developed. It posits a direct effect of olfaction on behavior through the central nervous system (e.g., the smell of peppermint making people alert) or through past experiential, social, or cultural learning (e.g., a burning smell causing an individual to check for fire), as well as an indirect effect of olfaction on learning, attitudes, and behavior through induction of feeling states. Feeling states induced by olfaction affect service evaluation. people in good mood tended to evaluate a service more favorably than those in bad mood. People in good mood also tend to recall more positive information about the service those in neutral or bad moods and the positive information increases the possibility of a more positive evaluation of service. Further when a heuristic induces a positive feeling state, customer are more likely to make decisions that are congruent with their feeling states.* Professor, Dept. of Distribution Information, Sung-Kong-Hoe University Scent pleasantness perceived by customers in a service encounter might be affected by the condition of crowding of service encounter. When a service encounter is very crowded, scent is more likely to be perceived as unpleasant and vice versa. Scent pleasantness perceived by customers in a service encounter might also be affected by the temperature of service encounter. Customer may perceive the scent as very pleasant under the delightful temperature. Customer may not perceive the scent well under the cold temperature because the sense of smell could be daunted. Under the high temperature, customers are more likely to perceive the scent as unpleasant. All these hypotheses are supported by empirical results.