A new study conducted by researchers at Washington State University found that certain smells help with concentration and are powerful motivators when it comes to spending.
The researchers developed two smells: a simple citrus smell, and a more complex orange and basil smell with a hint of green tea.
“What we showed was that the simple scent was more effective,” said Eric Spangenberg, one of the study’s authors and dean of the Washington State University College of Business.
The researchers watched 400 customers over 18 days in a home decorations store while the air held each scent.
The study revealed that the 100 consumers that shopped in the presence of the simple scent spent 20% more money than those shopping in the presence of the other scent or no scent at all.
“Most people are processing it at an unconscious level, but it is impacting them,” Spangenberg said. “The important thing from the retailer’s perspective and the marketer’s perspective is that a pleasant scent isn’t necessarily an effective scent.”
Paul Hudson | Elite.