Putting fragrance in perspective
The case of the hotels

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Author(s): Howard Moskowitz, Marco Bevolo, Rieko Shofu, David Moskowitz
Collection: Fragrance 2009
Keywords: Pricing Studies, Concept Testing

ESOMAR Excellence Award Nominee - Best Paper 2008/2009
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Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected ‘economic’ (i.e. pricing) performance of different ideas about fragrance in hotels vs. ideas about visual style, acoustic environment, and tactile aspects, respectively. These are the four of the five senses that matter most in the hotel environment. The approach provides a new way to assess ‘what would work’, combining research and micro-economics. This presentation provides a tool which enables business and researchers alike to understand ‘what works’ in fragrance, and where.



Date of publication: 20090626
ISBN: 92-831-0235-5
Order Code: S338
Number of pages: 21

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