International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Scent of a Successful Venue: (In) Congruent Scent and Consumer Attitude towards a Café
Martin Amsteus

The purpose of this study is to test the effect of (in) congruent added scents on consumer attitude towards a café facility. It is proposed that adding a congruent scent in a café has a positive effect on consumers’ attitudes towards the café and that adding an incongruent scent has a negative effect on consumers’ attitudes towards the café. The hypotheses were tested through t-test for independent sampleson 209respondents. The results show that adding an (in)congruent scent in a cafédoes not have a statistically significant impact on attitudes towards the café – with the exception of a statistically significant positive effect of congruent scent on attitudes among women towards the café. Managers may want to consider deploying congruent scent specifically with women in mind.

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