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© 2018 Taylor & Francis. In this chapter, we examine how smell has been developed as a tool for enhancing and maximizing the consumer experience - predominantly in retailing, but also in other consumer service environments, such as hotels and even airlines. We summarize some key benefits that designing smell into service environments might provide for both the consumer and service provider, and identify three critical factors that practitioners should consider when attempting to enhance the consumer experience through olfaction - namely, intent, ethics and congruency.

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123 - 131