|Author(s): Howard Moskowitz, Marco Bevolo, Rieko Shofu, David Moskowitz
Collection: Fragrance 2009
Keywords: Pricing Studies, Concept Testing
ESOMAR Best Paper Award 2008/2009
|PDF version (download)|
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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.