Suchergebnis

Titel des Experiments
Olfactoric Stimuli in E-Commerce: An Experimental Study.

Autoren
Oberwegner, Niklas; Cantner, Fabienne; Zürn, Michael

Kurzbeschreibung des Experiments
The planned research comprises two studies. All participants in both studies will be asked about possible hypersensitivities in relation to contact allergies prior to participation, which excludes participation due to the use of fragrances. First, a preliminary study outside the experimenTUM is planned in which a product- and brand-congruent odor will be determined for a branded hiking aluminum water bottle. The water bottle will be branded with a non-existent hiking brand developed by the research team called Pikes Peak. Depending on the branding, conceivable odors could be, for example, forest/pine scents.
This is followed by a laboratory experiment at experimenTUM, in which 320 participants unpack the water bottles from a typical parcel used in e-commerce. The packages all contain the same product, but the packages themselves are manipulated to create two independent variables: One box with product-matching fragrance and one box without fragrance. After opening, participants are asked to share their product experience, brand perception, and unpacking experience via a survey. In addition, their willingness to pay for the water bottle is recorded, which is conducted as an auction among participants to ensure incentive compatibility.

Downloads

Institutional Review Board Certificate (English)