Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected 'economic' (i.e. pricing) performance of different ideas about fragrance in hotels vs. ideas about visual style, acoustic environment, and tactile aspects, respectively. These are the four of the five senses that matter most in the hotel environment. The approach provides a new way to assess 'what would work' combining research and micro-economics. This presentation provides a tool which enables business and researchers alike to understand 'what works' in fragrance, and where.
The data reported here come from a much larger study involving the marketing language used with fragranced products. The goal of the original set of studies was to identify what language drove interest in a fragranced product, for a set of 30 different products. The products themselves comprised perfumes, health and beauty aids, as well as household products.
This paper shows how methods traditionally used by market researchers have potential application to understand and predict stated future shareholder behavior in the stock market. The market researcher makes two distinct contributions to this new aspect of applied economics: use of high level research methods (experimental design of communications) to understand whether shareholders say they will sell, hold, buy stocks on the basis of corporate communications; and to identify the dynamics of unique communication interactions with specific companies.
This paper presents a new approach to the measurement of fragrance 'ideas' (e.g. a fragrance for today woman), based upon the fit of a visual concept to a specific fragrance idea. The features of the visual concept are systematically varied by experimental design. The authors show that the driving force behind responses to these visual concepts is the respondent general proclivity to attend to different features of the concept, rather than the different fragrance ideas. The paper further shows that it is possible to identify synergisms among visual elements for fragrance concepts, but that these synergisms are far weaker than synergisms for text-based concepts. Finally, the paper shows that by using the data one can engineer better visual concepts by recombining these visual elements into new ideas.