Scent in Stores (11-02-21)

De Groot evaluated how in-store scents influence shopping behavior.  He determined via data collected in “a second-hand clothing store [where study participants] could face one of three conditions: fresh linen scent (pleasant and semantically priming ‘clean clothing’ increasing the products' value), vanilla sandalwood scent (pleasant control odor), or regular store odor (odorless control). . . . .  that fresh linen scent almost doubled consumer spending vs. the odorless control and the pleasant control odor. Other factors potentially affecting consumer behavior (e.g., weekday, weather, odor awareness) were uncorrelated. . . .  only fresh linen scent increased mood and evaluations of the store, staff, and products. . . .  consumers are no “zombies” that empty their pockets in the presence of whatever odor; the smell needs to have a meaningful link to the (sustainable) context at hand to influence consumer behavior.”

Jasper de Groot.  2021.  “Smells in Sustainable Environments:  The Scented Silk Road to Spending.”  Frontiers in Psychology, vol. 12, 718279, https://doi.org/10.3389/fpsyg.2021.718279