商品體驗在行銷策略上地位日趨重要，尤其是針對具感官刺激的產品，例如食品、香氛……等，廠商更是鼓勵消費者試吃、試聞後再下購買決策，使購買風險降低。香氛產業的行銷中，試聞更是購買決策之鑰，因嗅覺是人類感官中直覺偏好反應之首，需聞過才知偏好。
本研究以嗅覺偏好為主，探討順序效應對偏好之影響，即在一連串的產品試聞中，不管香味內容為何，消費者是否會偏好第幾個試聞的產品;除了順序效應的探討，針對之前相關研究的缺口，本研究亦探討順序效應之干擾因素--實證出熟悉定律及認知反應干擾順序效應發揮之效果。
本研究以探討嗅覺感官之順序效應為主，共有三個主實驗。實驗一顯示熟悉定律之存在及其對順序效應之影響;實驗二顯示剔除熟悉定律及認知反應等干擾因素，順序效應中之初始效應較近因效應強大;實驗三顯示認知反應之存在及其對順序效應之影響。
以上結論，在學術面企盼對日後順序效應之研究有所參考，干擾因素的實證可使往後順序效應之研究更加精準;實務面上，則期待結論之意涵對產業設定試用順序模型有所幫助，在產品上市時設計出更有效益、增加購買欲望之產品體驗順序。

Marketers are increasingly encouraging consumers to sample sequence of sensory-rich experiential products before making purchase decisions, fragrance industry especially. Experiential products such as perfume and essential oil incline to be rich on olfactory which is link to intuitive responses most directly.
Despite the existence of such research about order effects, it is not clear as to how the interruptions in this study the familiarity principle and cognitive responses influence order effects. Interestingly, this study report different result in terms of order effects of sampling experiential olfactory product. For instance, Biswas et al(2014) found recency effect ,whereby consumer indicated stronger preference for the experiential product sampled last with dissimilar sensory cues, but in this research we found primacy effect with dissimilar sensory cues in absence of interruptions such as familiarity principle and cognitive responses.
We test our hypotheses with the help of three experimental studies. We use fragrant products (essential oil) because these products are high on olfactory aspects. Study 1 shows the existence of familiarity principle and its influences on order effects. Study 2 examines order effects in absence of interruptions and show the primacy effects with dissimilar sensory cues, consumer indicated stronger preference for the experiential product sampled first which contrast sharply with prior researches,. Study 3 shows the existence of cognitive responses and its influences on order effects. In conclusion, in absence of interruptions, when the sensory cues are alien, the primacy effect is stronger than recency effect in olfactory aspect.
A key theoretical contribution of this research is that it prove interruption on order effects and shows a reverse of recent researching finding when we eliminate it. This research also has implication, especially in the field of product testing. Marketers can have more guides and ideas to set up a sequential model of sampling when the product goes to market.

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