Abstract:

Nowadays it is becoming more and more difficult to develop new fragrances outdoing existing ones in terms of consumer acceptance. Developing testing methods able to identify opportunities for successful new fragrances appears as an essential challenge for the industry. This paper deals with the measurement of the newness of a fragrance in a two-dimensional way instead of the unique dimension usually considered. The authors consider both the mere perception of newness per se, and the comprehension of newness. Data analyses confirm the two-dimensionality of newness in the fragrance domain. This two-dimensionality in the newness construct is validated by a differential effect of the two dimensions on fragrance and product liking.