The Influence of Scents on Buying Decisions
The sense of smell directly impacts the limbic system in the brain that manages emotions and memory. Therefore, it can be a powerful tool for creating emotional and psychological connections with consumers that can influence their product evaluations, shopping behavior, and overall brand perception.Learn more: zaluti.com
The Influence of Scents on Buying Decisions
For example, the scent of baked goods can encourage consumers to linger in a bakery and may even result in impulse purchases. In a similar way, the fragrance of a luxury fashion line can infuse a retail environment with a specific brand identity and enhance consumer perceptions. In one study, a perfume-scented point-of-sale display of shampoo increased sales by 36% at the particular store and 27% for the entire retail chain.
Another important factor that influences shoppers is the association between a scent and a specific mood. Certain scents are known to elicit a range of emotions and memories, such as relaxation, excitement, or hunger. For example, lavender and vanilla are known to evoke feelings of calmness while peppermint, rosemary, and citrus are thought to stimulate energy and alertness.
Furthermore, a scent is also believed to create gender associations with products. For example, a study conducted by a marketing professor at Washington State University found that men don’t tend to stick around in a store that smells feminine, and women don’t linger when a store smells masculine. This has led many businesses, such as lingerie and formal apparel stores, to use scent to appeal to specific genders and create a more appealing shopping experience for their customers.