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记者／温伟蒂报导8 ^5 x# a1 A3 H. V9 I' ]
HERSHEY’S提升300％业绩8 Z1 I2 n/ r8 j' u8 R! s
爱荷华州立大学研究显示：「引用愉悦的香气，会使消费者在挑选睡衣时能拥有较多正面的态度，甚至有意愿付更多的钱。」气味可以引发联想，愉悦的香气令人感到放鬆、舒适，商品广告就是运用这种心理，创造出许多令人耳目一新的气味行销，例如美国某间娱乐城将花香散佈逾一週，这期间消费者的花费比以往高出45％，数据结果明显高于其他週，也高于其他娱乐城。
4 D: z! ]# U/ P, C0 n8 P 根据气味行销效果调查显示，比起没有香气的广告，消费者更容易记取有香气联想的广告。美国香气行销公司老闆Carmine Santandrea指出：「香气很快就会成为普遍的广告行销手法，例如贺喜巧克力公司将充满牛奶巧克力的香气一再地循环散佈，造成商品总销售额上升 300％，这不仅是一种新的广告手法，带来的效果更是不容忽视。」香气是种抽象的概念，它能为企业品牌烙上特有的商标，业者若能观察消费者喜欢什麽，并从热门物品下手，如此一来便成为有效的经营策略。3 m, @. m2 O* l
纽约曼哈顿的三星（Samsung）商店裡充满着甜甜的香瓜味，动机是商店想营造出香气的联想性，以创造客户忠诚度或提升买气；威斯汀饭店集团（Westin Hotels）所使用的信封则散发出澹澹的白茶香味，该饭店业者甚至贩售具有代表性的白茶香蜡烛，让消费者在家就能够享受饭店的氛围。这些，都是企业以气味行销执行的成功策略。 : B5 h5 w% m9 \1 p$ T8 D3 W
嗅觉是一项非常个人的体验，唯有身处在附有气味的环境中才能体会，维力食品企划部林明中先生表示：「维力炸酱麵有三组强调乾麵香气的广告：夜来香篇、河堤篇与包公篇，各个都大胆地以人物表情形容产品浓郁的香气，主要想唤起观众对于该产品的记忆香味，利用香气来吸引消费者购买维力炸酱麵。」食物以广告形式强调香气的吸引力，维力广告是一项效果十足的最佳桉例。; q7 _# t! A! `7 H! @! |
同时，香气行销也是一种侵略性的营利手法，当翻阅杂志及收看电视广告都能依自我意愿进行而不是被迫，但谁又可以避免吸入气味？香气行销机构（Scent Marketing Institute）创立者Harald Vogt指出：「这就是气味的好处同时也是坏处，而你却无法逃离它。」香气对于情绪有正面影响，若人的原始感觉被吸引，那麽消费者也就被广告所掌控了。虽然许多例子都显示出品牌企业在消费者与市场的拉锯上佔优势，但有几项问题值得深思，例如国际大品牌裡得面对跨国消费者，并由不同的人种组成，因此不是每一种气味都能被接受，也没有任何一种全球都认同的愉悦香气，业者在主观且强行的气味行销上，必须考量是否会让人有侵犯的感觉。2 i7 }+ ]- _. G0 h$ b
商人对于香气行销身负重责，不该将其用至于不适合当下情境的场合，或是在消费者尚未警觉之下喷洒味道；不过，虽然香气的确渗入人们日常生活中，消费者也应清新自己的嗅觉，才得以认清外界各式各样的「气味行销」。 |
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