Resumo

ARBOLEDA, Ana M  e  ALONSO, Julio C. Using scent to evaluate personal involvement with a product and perception of quality. estud.gerenc. [online]. 2015, vol.31, n.137, pp.403-410. ISSN 0123-5923.  https://doi.org/10.1016/j.estger.2015.07.003.

This study analyses to what extent do consumer involvement and perception of product quality explain the perceived price, using information about articles like bags and briefcases obtained through smell. The method for this study is a complete within-sample experimental design where subject rate their level of product involvement and perceived product quality based on three olfactory stimuli: leather, synthetic leather, and fabric. The results show that after using involvement and quality as two independent and simultaneous perspectives to evaluate the product, involvement is not relevant. Quality and not involvement is the variable that determines the perceived price.

Palavras-chave : Product quality; Personal involvement; Sensory marketing; Sent marketing.

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