A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development
Abstract Humans have deliberately scented their environment for purpose or pleasure for millennia. In the contemporary marketplace most consumers prefer and purchase scented versions of common household products. However, the drivers of this consumer preference have not been elucidated. To explain t...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2022-04-01
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| Series: | Cognitive Research |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s41235-022-00378-6 |
| _version_ | 1818355028462665728 |
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| author | Rachel S. Herz Maria Larsson Rafael Trujillo Marisa C. Casola Farah K. Ahmed Stacy Lipe Morgan E. Brashear |
| author_facet | Rachel S. Herz Maria Larsson Rafael Trujillo Marisa C. Casola Farah K. Ahmed Stacy Lipe Morgan E. Brashear |
| author_sort | Rachel S. Herz |
| collection | DOAJ |
| description | Abstract Humans have deliberately scented their environment for purpose or pleasure for millennia. In the contemporary marketplace most consumers prefer and purchase scented versions of common household products. However, the drivers of this consumer preference have not been elucidated. To explain the attraction to scent in household products we propose a novel three-factor framework, comprising functional benefits (malodor mitigation, base odor coverage, freshening), in -use experience benefits (cleanliness, efficacy, pleasure), and emotional benefits (increasing in confidence, mood and nostalgia). To support this framework, we present new data from a market research survey on US consumer purchasing habits and attitudes towards home cleaning, laundry, and air freshening products. Further substantiating our framework, a focused review of olfactory psychological science illustrating the central role of scent in cognition, wellbeing, motivated behavior, and social behavior, as well as sensory marketing research highlights the benefits and implications of scent in consumer household products. Based on our three-factor framework we go on to discuss the potential for scent to influence health and raise issues to consider (such as potential negative responding to fragranced products). We conclude by showcasing new opportunities for future research in olfactory science and on scented household products that can advance the positive impacts of scent. |
| first_indexed | 2024-12-13T19:34:48Z |
| format | Article |
| id | doaj.art-e935f998144d4ddc9a739f7008e3b182 |
| institution | Directory Open Access Journal |
| issn | 2365-7464 |
| language | English |
| last_indexed | 2024-12-13T19:34:48Z |
| publishDate | 2022-04-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Cognitive Research |
| spelling | doaj.art-e935f998144d4ddc9a739f7008e3b1822022-12-21T23:33:50ZengSpringerOpenCognitive Research2365-74642022-04-017112010.1186/s41235-022-00378-6A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future developmentRachel S. Herz0Maria Larsson1Rafael Trujillo2Marisa C. Casola3Farah K. Ahmed4Stacy Lipe5Morgan E. Brashear6Department of Psychiatry and Human Behavior, Alpert Medical School, Brown University Medical SchoolDepartment of Psychology, Stockholm UniversityThe Procter & Gamble CompanyThe Procter & Gamble CompanyFragrance Creators AssociationThe Procter & Gamble CompanyThe Procter & Gamble CompanyAbstract Humans have deliberately scented their environment for purpose or pleasure for millennia. In the contemporary marketplace most consumers prefer and purchase scented versions of common household products. However, the drivers of this consumer preference have not been elucidated. To explain the attraction to scent in household products we propose a novel three-factor framework, comprising functional benefits (malodor mitigation, base odor coverage, freshening), in -use experience benefits (cleanliness, efficacy, pleasure), and emotional benefits (increasing in confidence, mood and nostalgia). To support this framework, we present new data from a market research survey on US consumer purchasing habits and attitudes towards home cleaning, laundry, and air freshening products. Further substantiating our framework, a focused review of olfactory psychological science illustrating the central role of scent in cognition, wellbeing, motivated behavior, and social behavior, as well as sensory marketing research highlights the benefits and implications of scent in consumer household products. Based on our three-factor framework we go on to discuss the potential for scent to influence health and raise issues to consider (such as potential negative responding to fragranced products). We conclude by showcasing new opportunities for future research in olfactory science and on scented household products that can advance the positive impacts of scent.https://doi.org/10.1186/s41235-022-00378-6ScentOlfactionEmotionMemoryPerceptionCognition |
| spellingShingle | Rachel S. Herz Maria Larsson Rafael Trujillo Marisa C. Casola Farah K. Ahmed Stacy Lipe Morgan E. Brashear A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development Cognitive Research Scent Olfaction Emotion Memory Perception Cognition |
| title | A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development |
| title_full | A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development |
| title_fullStr | A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development |
| title_full_unstemmed | A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development |
| title_short | A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development |
| title_sort | three factor benefits framework for understanding consumer preference for scented household products psychological interactions and implications for future development |
| topic | Scent Olfaction Emotion Memory Perception Cognition |
| url | https://doi.org/10.1186/s41235-022-00378-6 |
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