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:2/27/2017)... ... February 27, 2017 , ... Orange County dentist, Dr. A. Rassouli, ... that occurs when the bacteria in plaque infect the gums and other tissues supporting ... and root planing or SRP, and can include surgical therapies if the condition has ...
(Date:2/27/2017)... ... February 27, 2017 , ... ... alcohol treatment programs in British Columbia, Canada, at https://www.sunshinecoasthealthcentre.ca/ , is proud ... The new hire, Mackenzie Alsager, showcases the Centre's commitment to innovation in drug ...
(Date:2/26/2017)... , ... February 26, 2017 , ... ... for entries to the 7th Edition of International Social Design Awards. , ... Professionals, Product Designers, System Designers, Governments and Institutions worldwide with realized projects and ...
(Date:2/26/2017)... ... February 26, 2017 , ... ... new technology standard in staffing, scheduling, and reporting for healthcare organizations. This ... activity throughout the entire staffing process. StaffBridge technology improves staffing efficiency, maximizes ...
(Date:2/24/2017)... ... February 24, 2017 , ... HealthPostures, ... Go. Core benefits and advantages built into the home office sit stand solution ... and feel. Ability to gain the benefits embedded in the TaskMate Go are ...
Breaking Medicine News(10 mins):
(Date:2/27/2017)... 27, 2017  International Biophysics Corporation, a global medical device ... announced a 34% revenue growth in 2016 when compared to ... sales.  This growth was fueled by its AffloVest® sales in ... the expansion of its global sales of surgical product lines. ... "As we enter our 25 th year in delivering ...
(Date:2/27/2017)... , Feb. 27, 2017  Infinity Pharmaceuticals, Inc. ... the Cowen and Company 37 th Annual Healthcare ... ET in Boston, MA. A ... the Investors/Media section of Infinity,s website at www.infi.com ... the event. About Infinity,Infinity is an innovative ...
(Date:2/27/2017)... NEW YORK , February 27, 2017 ... (PII) celebrates the pharmaceutical companies that are most successful at ... ... question: if you gave the same molecule to two different ... it? Based on systematic, objective analysis of each ...
Breaking Medicine Technology: