The olfactory experience (in retail) scale: construction, validation and generalization

Abstract

Purpose: Measurement scales for sensory experience in retailing exist for sight, touch and sound. In the present study, the authors aim to develop the olfactory experience (OEX) scale in the context of retailing. Design/methodology/approach: Based on literature review and six studies that follow standard scale development protocols (combined n = 1,203), the authors develop and validate a three-dimensional OEX scale. The scale is further validated in the final study in a different market set-up than the first five. Findings: The authors found the three dimensions of OEX as (scent) company, congeniality and congruity. The OEX scale is found to be generalizable and valid across different cultural and market set-ups. In addition, the OEX (i.e. the scale) was found to effect psychological and behavioral outcomes of the consumer in a significant manner. Research limitations/implications: The present study contributes to the domain of sensory experience in retailing with the OEX scale and provides three new dimensions of OEX for the academicians to further explore. Practical implications: The OEX scale provides a ready to use tool for the retailer to gauge the level of OEX in the store and to predict consumer attitudes and behavior. Originality/value: The study is the first to develop a scale for OEX in retailing or for that matter in consumer behavior.