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Marketing Research; Product Conceptualisation document sample
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The impact of scents on product perceptions
2 illustrations in notebook and
underwear categories
Laure Jacquemier-Paquin
Maître de Conférences en Sciences de Gestion
IUT GEA Toulon - Université du Sud Toulon Var
Barcelone, le 21 octobre 2008
Laure Jacquemier-Paquin
Sequences of communication
1. Research context
2. Problematic and research questions
3. Conceptual framework of the research
4. Experimental design
5. Results and analysis
6. Conclusion
Laure Jacquemier-Paquin
1. All perfumed ? A phenomena …
… debatable
• Applications : the choice to perfume a product only
because « It smells good » …
• Theories : no scientific evidence to prove the
impact of scents on attitude and consumers
behaviour
Does it make sense to use scents in a
marketing context ?
Role of scents in positioning product ?
Laure Jacquemier-Paquin
Positioning product
• Product definition
– A set of tangible attributes
– A promise delivered to consumer
• Product is not what it is but what it does for
consumer
– Consumer perception approach
– Perception as the way the consumer combine and
organise technical attributes in a pertinent and
meaningfull way for him/her
Product benefit
Laure Jacquemier-Paquin
Product Process perception
Product : set
Sensory receptors
of structured
data
•Tangibles
attributes •Selective attention
•Intagibles Attention /
attributes Selection •Perceptual defense
•Thought schemas
Product : Interpretation /
Organisation
reorganisation •Abilities and
of data in motivation to process
•Fonctional
benefit
•Hedonist Signification /
benefit Conceptualisatio •Expectations
Laure Jacquemier-Paquin
n
Perception singularities &
Marketing implications
• Features caracteristics of perception :
– selective
– Subjective and personal
– simpliflying & distorting
• Marketing implications in positioning :
– Various representations
– The task of the marketer is then to identify signals which
catch the attention and which converge together towards a
single representation of the product, precisely that the
marketer intended to develop
Laure Jacquemier-Paquin
2. Problematic and research
questions
• Is the olfactory data playing a significant role in
perception process, or to a lesser degree ?
• If yes, how scents would contribute to this process of
attribution of significance to the product ?
• Can they encourage the consumer to perceive product
precisely the way marketer anticipated to be ?
• Can they assist marketer in positioning product ?
Laure Jacquemier-Paquin
2. Problematic and research
questions
Persuasive role of scent in the perception
process of the product
Bases of this postulate :
Richness of associations of the odor
Salience of scent
Ability to catch the attention
Odor like inductive element, even
coordinator of the message?
Laure Jacquemier-Paquin
2. Problematic and research
questions
Objectives of research :
1. Changing perception of the product
induced by the perception of the odor
2. Two mechanisms of persuasion
according to the orientation given by the
smell and its apprehension mode
(emotional or cognitive)
Laure Jacquemier-Paquin
3. Conceptual framework of
research
Possibilities of associations of scent with one specific
feature of the product, tangible (fonctional) or intangible
(symbolic)
Product X Utility utility Product
beliefs benefit attitude
Scent (2)
Smell 1
(tangible
charact.)
Hedonist /
Smell 2 Product Symbolic
(intangible
image
attitude beliefs
charact. ) benefit
Psychological profil of consumer :
Involvement, Familiarity, Need of cognition, affective intensity,
optimal level of stimulation
Laure Jacquemier-Paquin
4. Methodology research
Selection of materials
Choice of tested 4 categories selected : Notebook,
products inderwear, paper towel, bag dustbin
Desk research Larger variety of the subjective
impressions for the books and
Qualitative study (17 scented underclothing
semi-directives interviews)
Selection on the basis of what the
Choice of tested scents odors must bring to the product.
Underware (SG) Notebook
Focus group with
experts Functional Washing Wood
(Quinte & Sens) liquid
symbolic Cuddly Tea
Laure Jacquemier-Paquin
4. Methodology research
Study and measurement of perceptions of the
scented product
Product-odor couples Variation of perceptions
according to the conditions of
Exploratory qualitative
study smell
(32 interviews) Formulation of assumptions
Construction of measuring
Pretests scales
scales
Test of assumptions Random assignment with a
Quantitative causal situation of odor
study Variance analyzis between
(264 U ; 255 NB) group
Quantitative study Study of dimensions of the
odors odor
Laure Jacquemier-Paquin
5. Results and analysis
Test of assumptions
2 scents
situations Pleasant to
Resistance comfort/main
Solidity
/ 1 non-scented carry (p=,000)
book tenance
/function Attitude
(p=,002) (p=,001)
(p=,014)
NOTEBOOK (nb)
1- Wood
2- Tea
Pleasant to
Development Pleasure with
Image
Attitude
UNDERWEAR write
chest the writing
femininity
(p=,000)
1- Washing (p=,005)
(ns) (ns)
2- « Cuddly »
Level of Excitation (Emotional Intensity)
(scent X OSL p=,024)
• Absence of constancy or balance in the results
No systematic positive effect on perceptions
Laure Jacquemier-Paquin
5. Results and analysis
Lessons learned
In support of a credible belief (Pleasant to carry, Resistance
book, Pleasure of writing)
but not creation of any beliefs of its own (Image)
In reinforcement of a belief difficult to evaluate (Comfort,
Pleasure of writing)
but not useful in the contrary case (Image, Attracted Book)
The odor, as a key of interpretation, must be easy to
evaluate
in which case (cuddly), unfavourable evaluation of the
components which it is intended to support (Image, Attitude)
Laure Jacquemier-Paquin
5. Results and Analysis
What make the choice of a scent more effective
than another one?
Product-odor couple
Clear and convincing configuration
Complexity degree
•Accessibles
•Important believes •Uncredible belief
•Pertinentes
•Hard to estimate •Easy to treat
•Easy to treat
Smell
Liquid
Wood •Accessible Product
Tea •Pertinente Cuddl
•Complex y
Product
•All signals lead to the •Interference in signals
same position •Defective
•Clear argumentation argumentation
Laure Jacquemier-Paquin
6. Conceptual gain
• Consider scents in the register of the
representations
– Semiotic function of scent
– Prevalence of symbolic and semantic qualities on
hedonist nature of the odor
• Articulation of two modes of action of the odor
in regard to sensitive profile
Laure Jacquemier-Paquin
6. Methodology gain
• Possibility of control and measurement of the
olfactive phenomena
– Complementarity of the modes of reading of the
odor : naive and experts
– Complementarity of collect methods : qualitative
and quantitative, comparative and monadic
– Indirect measurement of the role of the odor : multi-
sensory approach
Laure Jacquemier-Paquin
6. Operational gain
• Effective and measured role in promoting expected
benefit
• Tool of assistance on the three levels of positioning :
aimed, built and perceived
Marketer Consumer
To state a clear benefit,
convincing To perceive reliable
indices
Odor = Argument
To maximize the Odor = Reference mark
persuasive force of the To simplify the treatment
message
Laure Jacquemier-Paquin
Conclusion – Prudence !
• Limits to any research
• Scent could not influence attitude formation :
attempt of manipulation ?
• It’s not possible to change the reality of product
thanks to the odor. We will be able only to
– consolidate the representation that the consumer
made of it
– support credibility, the importance and the
clearness of a real promise through the odor.
Laure Jacquemier-Paquin
Thank you for your attention
Laure Jacquemier-Paquin
