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Where does fragrance fit into the product concept?
The effect of fragrance messages in different product categories
Howard R. Moskowitz
Abstract
We deal with the role of fragrance descriptions versus other messaging elements as drivers for two common, fragranced products – detergent (non-personal use) versus fragranced soap (personal use). Our two product areas have different emphases on fragrance -- detergent where we find that fragrance in the concept is not a driver, and fragranced soap where fragrance in the concept is a driver. Thus at the concept and communication level fragrance is not a monolithic player – it should be described to attract the soap buyer, but need not featured in order to attract the detergent buyer.
< BACKHoward R. Moskowitz
President and CEO of Moskowitz Jacobs Inc., a firm he founded in 1981.
Dr. Moskowitz is both a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology. He graduated Harvard University in 1969 with a Ph.D. in experimental psychology. Prior to that he graduated Queens College (New York), Phi Beta Kappa, with degrees in mathematics and psychology. He has written/edited sixteen books, has published well over 300 articles and serves on the editorial board of major journals. His extensive speaking engagements span both scientific and market research conferences, as well as guest lectures at leading business schools and food science schools.
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