The smell of perfume in a store can affect customers who are shopping. Nice aroma is lemon or pine scent. Because if the customer had been inhaling second scent, they will spend a lot of money while shopping, aka more wasteful consumerism. Why is that? Here’s the explanation.
It is found from a study conducted at Washington State University College of Business in the United States and the Swiss University of St. Gallen. In the study, both campuses had created two scents. The first scent made from orange, the other is a mixed aroma of citrus, basil, and green tea.
Aroma was then given to the store and were followed for approximately 18 days. That’s how long the researchers surveyed 400 shoppers in store decorations that have been given one or two scents, and there is no smell at all. The results, reported by DailyNews, about 100 customers who shopped at the store with a simple aroma that is made from oranges, could spend the money on average more than 20 percent compared to other shops.
It was later published in a report in LiveScience. From there, described the basic idea is simple scent, not complex, does not require a lot of mental energy to process it. So that it can free up your brain to shop and spend money without realizing it.
To test this theory, the researchers asked the students to solve the problem in the unscented room with one of the two fragrances, and do not use air freshener at all. Apparently, the students can solve this problem in a short time when the air was fragrant with the scent of citrus, compared with complex aromas or room that is unscented. The findings are then published in the Journal of Retailing.
So the conclusion can be drawn, as the brain-citrus scent to actively do something. If you think, it will be active thinking. If you are shopping, it will be spending on.