ThoughtCo states that fragrances can sway emotions and potentially influence consumer habits. Relaxing aromas include lavender, basil, cinnamon, and citrus, while invigorating ones comprise peppermint, thyme and rosemary. Ginger, cardamom, licorice, and chocolate evoke romantic sentiments, and rose fosters positivity.
Washington State University researchers discovered that simple scents, rather than complex blends, are potent triggers for spending. The reason is that straightforward smells like citrus and pine require less mental effort, allowing consumers to associate these scents with fresh imagery.
Eric Spangenberg, a study author, said the research found simple scents to be more impactful.
In the study, they created two fragrances: a basic orange scent and a complex blend of orange, basil, and green tea. Over 18 days, they observed over 400 customers in a decor store with the air bearing either the simple, complex or no scent. It turned out that those exposed to the simple scent spent 20% more on average.
Further experiments showed that students solved problems more efficiently when a simple scent was present.
Spangenberg emphasized the importance of understanding the effects of scents on consumers. He explained that though the process is largely unconscious, it does have an impact. He noted that a pleasant smell doesn't necessarily mean it's effective for retailers and marketers.
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