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Taylor Samson

on 21 April 2010

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Transcript of research

Effects of gender and product-congruent scent on customers’ experience and the profits of specific products in a retail store. By Taylor Samson 20% of annual revenue - 11.5 Billion 2.5 Billion Olfactory receptors directly connect to the limbic system, the portion of the brain responsible for emotions and decision-making

More emotional
Strongest of the human senses
More detailed
As much as seventy-five percent of our emotions are generated by what we smell.

Amygdala - a part of the brain that helps control emotion.
Scent - right side of the brain.
The other senses travel through the interpretative reasoning centers of the left-brain before reaching the emotional centers of the right hemisphere. 35% smell 5% sight 2% hear
1% touch. Kirk-Smith and Booth - subjects who viewed photographs in a scented environment had a higher rating in the attractiveness of the selected models. Eighty- four percent of them reported that they were more likely to buy the shoes in the scented room
Estimated value $10 higher
45 percent more change into the slots in the scented area Rose maroc for men
Vanilla for women
Cash register receipts for sales to the corresponding sex doubled
Both sexes browsed for a longer time period and spent more money More likely to help a stranger than those who were not exposed to such odors.
Happier and more positive than others. The Hard Rock Hotel- sales increased by 45 percent. In 2006, Pepsi created a multi-sensory ad
Roper Starch study found 100 percent in reader recall of the Pepsi ad. “Chocolate”, “Vanilla”, and “Roses”
The questionnaires were present during the scent output and no scent output
1.) Rate your shopping experience:1 Poor, 2 Fair, 3 Average, 4 Good, 5 Excellent2.) What item did you come into the store to buy?3.) What item did you buy?4.) How likely are you to return for the same product?1 Extremely Unlikely, 2 Unlikely, 3 Not Sure, 4 Likely, 5 Extremely Likely

Flower sales under the influence of rose scent Gift sales under the influence of rose sales Chocolate sales under the influence of chocolate scent Based on Customer Survey: Question one
Based on Customer Survey: Question 4 Men’s shopping behavior under the influence of vanilla Women’s shopping behavior under the influence of vanilla Methods Disscussion

Germans identified the greatest dislike for (cypress oil, fermented soybean and dried fish flakes) were all indigenous to Japan
The most displeasing scents to Japanese (church incense, sausage, and blue cheese) were all German in origin.
Intensity of the scent.
Other smells in the store such as flowers, soaps, and candles.
Scent branding - increase in profits and likelihood of customers returning.
Full transcript