Cross-cultural differences in the effects of the ambient scent on in-store behavior: the role of companionship

Abstract

While previous studies have examined the influence of store atmospherics and social factors independently, limited research has investigated their synergistic impacts across cultures. In particular, the interactions between ambient scents, companionship influences, and cross-cultural shopping customs remain underexplored. Therefore, this study investigates how ambient scents influence retail shopping behaviors with a companion across cultures. Data were collected via surveys administered to customers in Polish and Indian shopping malls (N = 579), examining the impact of detected fragrances on time spent, money spent, purchase decisions, cognitive responses, and attitudes. Shopping with a companion in a scented environment has a more positive influence on time spent, money spent and impulse purchases in India than in Poland. There is no difference between these two cultures regarding cognitive responses to a scented retail environment, but there are significant differences for attitudinal responses and repurchase intentions. We found a positive association between the consumer rating of the shopping environment in terms of the ambient scent and the amount of money spent in India, but not in Poland. Theoretical and practical implications are discussed for optimizing atmospheric design according to cultural customs around shopping companionships.