Navigation Links
Smells like Christmas spirit
Date:11/25/2012

PULLMAN, Wash.Scientists and business people have known for decades that certain scentspine boughs at Christmas, baked cookies in a house for salecan get customers in the buying spirit. Eric Spangenberg, a pioneer in the field and dean of the Washington State University College of Business, has been homing in on just what makes the most commercially inspiring odor.

Spangenberg and colleagues at WSU and in Switzerland recently found that a simple scent works best.

Writing in the Journal of Retailing, the researchers describe exposing hundreds of Swiss shoppers to simple and complex scents. Cash register receipts and in-store interviews revealed a significant bump in sales when the uncomplicated scent was in the air.

"What we showed was that the simple scent was more effective," says Spangenberg.

The researchers say the scent is more easily processed, freeing the customer's mind to focus on shopping. But when that "bandwidth" is unavailable customers don't perform cognitive tasks as effectively, says Spangenberg.

Working with Andreas Herrmann at Switzerland's University of St. Gallen, Spangenberg, marketing professor David Sprott and marketing doctoral candidate Manja Zidansek developed two scents: a simple orange scent and a more complicated orange-basil blended with green tea. Over 18 weekdays, the researchers watched more than 400 customers in a St. Gallen home decorations store as the air held the simple scent, the complex scent or no particular scent at all.

The researchers noticed that one group of about 100 people on average spent 20 percent more money, buying more items. They had shopped in the presence of the simple scent.

In a series of separate experiments, WSU researchers had undergraduate students solve word problems under the different scent conditions. They found participants solved more problems and in less time when the simple scent was in the air than with the complicated one or no scent at all. The simple scent, say the researchers, contributed to "processing fluency," the ease with which one can cognitively process an olfactory cue.

The research, says Spangenberg, underscores the need to understand how a scent is affecting customers. Just because pine boughs or baked cookies smell good doesn't mean they will lead to sales.

"Most people are processing it at an unconscious level, but it is impacting them," says Spangenberg. "The important thing from the retailer's perspective and the marketer's perspective is that a pleasant scent isn't necessarily an effective scent."


'/>"/>

Contact: Eric Spangenberg
ers@wus.edu
509-335-8150
Washington State University
Source:Eurekalert

Related medicine news :

1. Spirituality May Boost Mental Health: Study
2. Spirituality correlates to better mental health regardless of religion, say MU researchers
3. American Indian spiritual beliefs influential in spurring youth to avoid drugs and alcohol
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:4/1/2020)... SAN FRANCISCO (PRWEB) , ... April 01, 2020 ... ... most personal and private of information under California law,” says Keller Grover LLP ... give patients timely notice of data breaches and the negligent release and disclosure ...
(Date:3/28/2020)... ... March 27, 2020 , ... The construction ... the spread of the coronavirus. Operating under the designation as an essential business ... renewal and environmental protection projects in the downstate New York region. , While ...
(Date:3/27/2020)... N.J. (PRWEB) , ... March 27, 2020 , ... ... been reviewed and approved by NJ Top Docs. Dr. Kubeck has been approved ... Board of Orthopaedic Surgery and specializes in Spinal Surgery. , Dr. Kubeck’s ...
(Date:3/22/2020)... ... March 21, 2020 , ... In partnership with UC Health, ... our community’s medical professionals and first responders. The title comes from the English translation ... city and its flag. , Proceeds from the sale of the shirt will ...
(Date:3/20/2020)... (PRWEB) , ... March 20, 2020 , ... CommunityMed ... their medical clinics. The virtual waiting room lets patients present online, complete registration ... in the queue, wait for their turn, and get signaled that their clean exam ...
Breaking Medicine News(10 mins):
(Date:4/1/2020)... ... April 01, 2020 , ... Dr. Michele S. ... with the esteemed Haute Beauty network. , The Haute Beauty Network, well known ... a leading Anti-Aging Expert. , Haute Beauty offers a prominent collective of leading ...
(Date:3/30/2020)... , ... March 30, 2020 , ... ... its employees, today announced it has launched a series of survey question packs ... gather actionable feedback to inform mission-critical decisions. As the current situation continues to ...
(Date:3/30/2020)... DIEGO (PRWEB) , ... March 30, 2020 , ... ... COVID-19 pandemic, Aspire Regenerative now offers telemedicine appointments in addition to ... to ensure that the safety and well-being of patients, health care professionals, and ...
Breaking Medicine Technology: