Scent Research
Academics and marketers have known for more than 20 years that there is a strong
link between an aroma and a customer’s lasting feeling of enjoyment from that aroma.
Studies show that a pleasurable scent diffused at a noticeable level can validate
consumer intentions, improve workplace productivity and assist with health and medical
conditions:
When the aroma of
baked bread was
released in a US supermarket, sales in the bakery section increased threefold.
Research in Japan is being undertaken to understand the influence scent and the
use of essential oils
has on the treatment of Alzheimer’s disease.
The diffusion of lavender
during breaks at work has been found to prevent the deterioration of work performance.
An Australian university is using scents to assist in the diagnosis of several brain
disorders including Alzheimer’s disease, Huntington’s disease, Parkinson’s
disease, schizophrenia and obsessive-compulsive disorder.
A trial undertaken in a USA casino showed that gambling revenue increased by 48%
with the introduction of a pleasant aroma into a test area. The trial concluded
that a noticeable scent in the air acts to enhance the mood and intention of patrons,
without affecting judgement or exacerbating obsessive gambling behaviour.
In a 1989 trial, customers spent more time browsing at a jewellery counter when
a scent was introduced.