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Smells like Christmas spirit
Date:11/25/2012

cent 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."


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

Page: 1 2

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