Marko Sarstedt What Are the Long term Effects of Ambient Scents in Sensory Rich Environments?
© Otto von Guericke Universität Magdeburg
Otto-von-Guericke University Magdeburg (Otto-von-Guericke-Universität Magdeburg)Magdeburg, Germany
Founded in 1993, the Otto von Guericke University Magdeburg is one of the youngest universities in Germany. As a catalyst and driver of innovation, both in the region and well beyond, the Otto von Guericke University Magdeburg pursues innovative strategies for reinforcing the transfer of technology and knowledge in regional and international enterprises. The university’s main focus of expertise is in the traditional areas of engineering, the natural sciences and medicine. It also views economics and management and the social sciences and humanities as essential disciplines for a modern university in the information age. The key areas of research transfer are automotive, digital engineering, medical technology, and renewable energies. (more)
Consumer Research Group
The Consumer Research group (CoRe) at the Otto von Guericke University Magdeburg seeks to generate insights about different consumer groups, their preferences, and the mechanisms that trigger certain behaviors. Numerous examples from management practice such as Apple, Google, and Uber show that consumer-centric management is the key to company success. However, successfully managing consumer relationships requires developing a thorough understanding of their varying needs and wants. Specifically, marketers now recognize that consumer behavior is a dynamic process, which goes well beyond what happens at the point-of-sale. The analysis of consumer behavior covers the entire consumption process and requires a holistic multi-method approach. Following this concept, researchers at CoRe conduct and disseminate rigorous research in the fields of choice anomalies, the physiology of consumer behavior, and research methodology. Regular publications in internationally renowned scientific journals are proof of the outstanding research work conducted at CoRe. Several of these publications are among the most frequently cited articles in the social sciences. (more)
In this video, MARKO SARSTEDT analyzes the long-term effects of ambient scents in sensory rich environments. Having identified an ideal industry partner in the German railway corporation, die Deutsche Bahn, the research team deployed a specially created scent in train compartments over a 4 month period. Regular commuters were surveyed about their perceptions of service though 9 study waves. As expected, assessments of the service improved with the introduction of the scent but researchers were surprised to find that there was no drop off in perceived service quality over the duration of the study, even when the scent was no longer in use. As Sarstedt explains, though further research is needed to assess their impact over even longer periods, ambient scents can provide a highly effective and economical way for companies to improve their customers’ experiences.
LT Video Publication DOI: https://doi.org/10.21036/LTPUB10930
Short-and Long-Term Effects of Nonconsciously Processed Ambient Scents in a Servicescape: Findings from Two Field Experiments
- Anna Girard, Marcel Lichters, Marko Sarstedt and Dipayan Biswas
- Journal of Service Research
- Published in 2019