Scent marketing: a bibliographic review

Abstract

The aim of this study was to analyze the applications and effects of Scent

Marketing (SM) in commercial environments, from a Systematic Literature

Review (SLR) provided by Kitchenham (2004), both scientific and business

publications from 1990 to 2013. In 64 cases that met the criteria for inclusion

and exclusion established by researchers, it was shown that SM has

been applied in order to increase short and long term consumption or sales

in different industries, predominantly with citrus scent. In order to achieve

the marketing objectives through SM, the aroma should be consistent

with the commercial space, the brand and the category of the product or

service. However, the documentation for business knowledge is limited and

research opportunities are still present.