The Smell of Money: A study of how scents can affect behavior and attitudes

Abstract: The use of scents in marketing has been rather limited in Sweden despite the known strengths of the human olfaction. Research has been done, although most with origin outside of Sweden. Swedish firms using scents ”simply believe in the concept” and do not know whether the scents have an effect or not.??To test the effects of scents an experiment was set up in four grocery stores. The experiment aimed at exploring the effects of a pleasant and congruent scent on customers’ behavior, mood and cognitive levels. The scent was added with scent machines and data in the form of sales data, observations and questionnaires were collected during a four-week period.??The results showed that the use of scents definitely have the capacity to influence customers in a retail settings. Their mood, store evaluations and product evaluations were improved. Sales of the tested product increased by 19.89 percent and the sales of the store department by 2.74 percent. The number of unplanned and variety-seeking purchases also increased when the customers were exposed to the citrus scent that was used. The findings did however not prove any changes in customers’ cognitive abilities.