The effect of olfactory cues on consumer behavior: A review of research

Even though the intentional use of olfactory cues in a commercial context is becoming more prevalent, their influence on consumer behavior remains a subject quite marginal in marketing literature. However, there are significant practical and theoretical stakes of understanding this influence. So, starting from the distinctive features of the sense of smell and a review of existing studies into the effect of olfactory stimuli, this article stresses the methodological difficulties researchers have to face and suggests directions left to explore in this field. Key words: Odors, perfumes, repetition, congruency, sensibility profiles, sensory marketing.