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| Hikaru Cho |
Here's a random olfactory fact for you:
Consumer satisfaction increased when the store had
(low-arousal) lavender and relaxing music or (high-arousal) grapefruit and
energizing music; by contrast, no effect was registered when there was a
mismatch between music and smell.
Mattila, A. S., and Wirtz, J. 2001. Congruency of scent
and music as a driver of in-store evaluations and behavior. Journal of
Retailing 77(2):273–289.
Pleasant ambient stimuli are perceived more positively
when their arousing qualities match rather than mismatch
We manipulated scent and music in a 3 (no music, pleasant
low arousal and high arousal music) by 3 (no scent, pleasant low and high
arousal scents) factorial design in a field setting. Our findings show that
when ambient scent and music are congruent with each other in terms of their
arousing qualities, consumers rate the environment significantly more positive,
exhibit higher levels of approach and impulse buying behaviors, and experience
enhanced satisfaction than when these environmental cues were at odds with each
other.
Image source: Hikaru
Cho
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