Loading...
1 results
Search Results
Now showing 1 - 1 of 1
- How priming with body odors affects decision speeds in consumer behaviorPublication . Alcañiz, Mariano; Chicchi Giglioli, Irene Alice; Carrasco Ribelles, Lucía Amalia; Minissi, Maria Eleonora; Gil-Lopez, Cristina; Semin, Gün R.To date, odor research has primarily focused on the behavioral efects of common odors on consumer perception and choices. We report a study that examines, for the frst time, the efects of human body odor cues on consumer purchase behaviors. The infuence of human chemosignals produced in three conditions, namely happiness, fear, a relaxed condition (rest), and a control condition (no odor), were examined on willingness to pay (WTP) judgments across various products. We focused on the speed with which participants reached such decisions. The central fnding revealed that participants exposed to human odors reached decisions signifcantly faster than the no odor control group. The main driving force is that human body odors activate the presence of others during decision-making. This, in turn, afects response speed. The broader implications of this fnding for consumer behavior are discussed.