IMC 612 Final Paper

Jamie Huggins IMC 612 — Wk 9 Final Paper !1

Scent Sells

Jamie Huggins

IMC 612 — Week 9

Final Paper


Table of Contents

Purpose……………………………………………………………………….3

Scent’s Effect on Consumer Behavior………………..………………………3

Infusion of Scent into the Consumer Shopping Experience………………….5

Benefits of Scent Marketing………………………………………………….6


Purpose

Something as simple as the smell of a cup of coffee can have a huge impact on the human

brain. Studies have shown that the scent of coffee reminds people of their mothers’ cooking

breakfast, and thus, brings back memories of home. A few years ago, Folger’s coffee took this

information and turned into a very successful commercial, which showed a military man

returning home and opening a Folger’s coffee packet. When his mother smelled the coffee, she

immediately knew he was home (Solomon, 2013, p.53). This Folger’s commercial helps show

the immense power of scent marketing, which is an often untapped resource in the area of

sensory marketing. Odors have the power to evict emotions, create feelings, or even bring back

memories. Because of this, businesses, like Folger’s, are beginning to explore these scent

connections and turn them into marketing opportunities. This paper will review scent’s effect on

consumer behavior and explore the benefits that scent marketing can offer to businesses.

Scent’s Effect on Consumer Behavior

In sensory marketing, companies pay specific attention to the impact of sensations on

consumer experiences. Senses like sight, taste, touch, and in this case, smell, have a strong

impact on consumer behavior by enhancing attitudes, perceptions, or overall satisfaction among

consumers (Solomon, 2013, p.49). Throughout the course of many research studies, the

existence of this scent connection has been proven repeatedly.

For example, in one such study, researchers Madzharov, Block, and Morrin, stated that

scents are surprisingly very subtle and powerful influencers. They claimed that certain scent

temperatures have an impact on consumer behavior and can even cause consumers to spend more

money. In the tests for this study, they exposed their participants to warm and cool scents in both


laboratory and retail environments and measured the scents’ effect on the participants after their

exposure. After their studies were complete, the researchers found that ambient scents that differ

in temperature (i.e. warm or cool) do have a direct effect on consumer behavior. Their studies

proved that warm-scented environments create perceptions of higher social density, power

preferences, purchasing of prestige products, and higher dollar spendings (Madzharov, Block, &

Morrin, 2015, p. 83-93).

In another scent study, researchers Krashna, Morrin, and Sayin sought to discover if

real or imagined food smells increased salivation levels and desires for food products. In the

tests for this study, participants were shown food images and written cues. They were later asked

to smell or even imagine scents representing those images. The researchers’ tests measured their

salivation levels and consumption behaviors. Interestingly enough, the results of this study were

as they predicted: smelling a food scent increased salivation levels and consumption desires for

all of the participants (Krishna, Morrin, & Sayin, 2013, p. 18-25).

These studies both make strong contributions to research in sensory marketing, and

specifically, the area of scent marketing. The first study based on ambient scent temperatures

showed that warm scents play a powerful role in consumer behavior. The results showed that

something as simple as a warm scent can cause consumers to spend more money and purchase

more expensive products. This information is invaluable to marketers — especially to those in

retail. The second study based on olfactory imagery showed that actual scents and images in

food ads enhance consumer responses. The results proved that merely asking subjects to imagine

an odor will not increase salivation levels. They must see an actual picture of food in order for

the increase to occur (Photo + Fragrance, 2014).


Infusion of Scent into the Consumer Shopping Experience

Scent marketing appears to be one of the fastest growing areas of sensory marketing.

“Ad companies spend about $80 million per year on scent marketing; the Scent Marketing

Institute estimates that number will reach more than $500 million by 2016” (Solomon, 2013, p.

53). Though the roots of scent marketing lie in odor control (i.e. a smoky smelling casino), this

concept has taken a much broader approach in recent years. Retail stores, hospitality

organizations, and even automotive dealerships have all taken a strong interest in the area of

scent marketing to better help define their brands (Smiley, 2014).

One company well-known for its scent marketing efforts is Abercrombie & Fitch. Over a

decade ago, Abercrombie & Fitch was actually one of the first brands to make scent apart of its

identity. Employees would manually spray Fierce, the brand’s most popular cologne scent,

throughout Abercrombie’s stores. This method was far from ideal, however. “It was expensive;

employees were doused in the scent, and there wasn't a uniform effect” (Smiley, 2014). It was

not until several years ago that the retailer began working with AirQ to better help deploy and

disperse the scent throughout its stores. AirQ installed delivery systems inside the stores located

on the ceilings that were powered by track lighting (Smiley, 2014). Today, Abercrombie and

Fitch’s signature store scent has become an integral part of its consumers’ shopping experience.

Ford Motor Company’s Lincoln sub-brand has also experimented with scent marketing in

its showrooms. The company created its own Essence of Lincoln fragrance that is available

nationwide on scent cards. The scent is also dispersed through ventilation systems in select

Lincoln showrooms across the United States. According to a company press release, “the

fragrance ‘exudes luxury and warmth,’ including scents like green tea, ‘to encourage a sense of


upscale well-being,’ and jasmine and tonka, ‘to create a relaxing atmosphere…’” (Smiley, 2014).

Similar to Abercrombie & Fitch, Lincoln’s subtle scent infusion allows its customers to make an

emotional connection to the store and the brand itself.

Marketers can infuse scents to influence their customers in the following ways: as a

marketer scent, product scent, or an ambient scent. Marketer scents are used as promotional

tactics, and these types of scents are used to attract consumers to specific products or services.

An example of a marketer scent would be the new car smell found often at automotive

dealerships (Bradford & Desrochers, 2009, p. 143). Product scents are exactly what they sound

like — product scents are the actual products themselves. Examples of product scents include:

air fresheners, perfumes, colognes, candles, and scent machines. Ambient scents are scents that

do not come from a specific product. They are classified as general odors which are apart of

their respective retail environments (Bradford & Desrochers, 2009, p. 143). Examples of

ambient scents can be found in the Abercrombie & Fitch and Lincoln examples mentioned

previously.

Benefits of Scent Marketing

Research shows that scent marketing may be one of the most important aspects of

sensory marketing as a whole. Studies show that 1% of people remember what they touch, 2%

remember what they hear, 5% remember what they see, 15% remember what they taste, and 35%

remember what they smell (Why and How Scent Marketing Works, 2015). Interestingly enough,

this research suggests that scent dictates the strongest human reaction to the surrounding

environment, thus directly effecting human behavior. This gives marketers a big opportunity to

take advantage of this scent reaction.


Scent utilization helps create desires for specific products. For example, Cinnabon places

ovens near the entrances of its stores so that the smell of fresh baked cinnamon rolls is emitted

every time their oven doors are opened. Their cinnamon rolls are baked every 30 minutes, and

some store bakers are told to heat additional trays of brown sugar and cinnamon to keep the scent

fresh in the air. “Cinnabon stores are intentionally located in malls or airports, not outside, so

smells can linger” (Nassauer, 2014). This aroma infusion has become a huge aspect of the

company’s marketing strategy, as they have found that putting ovens in the back of stores

significantly lowers their sales (Nassauer, 2014).

Scent utilization also encourages consumers to spend more time in a specific

environment. The right type of scent has the power to enhance the visit for a store’s customers,

and thus, make them want to spend more time in that specific setting. Retailers use scents to

evoke certain emotional responses from their consumers — like happiness and relaxation. These

emotions help create a more pleasant consumer shopping experience. Lavender is often used to

subtly slow down heartbeat rates, and thus, make consumers’ perceptions of time slow also

down. In turn, consumers end up spending more time in the store, which increases their odds of

spending more money (Fahmy, 2010).

Finally, scent utilization can encourage consumers to spend more money. Eric

Spangenberg, dean of Washington State University College of Business, recently stated that

simple scents are the most effective scents to increase consumer spending. During his own

academic research, he found that when he exposed shoppers to both complex and simple scents,

the simple scent resulted in a significant bump in sales (Walford, 2012). Spangenberg stated that


consumers are able to recognize and process simple scents easier. This often unconscious

recognition results in them spending more money.

In conclusion, scents have a powerful effect on consumer behavior, and if used correctly,

can offer many benefits to businesses and marketers alike. Researchers Madzharov, Block, and

Morrin found that the inclusion of a warm ambient scent has the power to make consumers

purchase more prestige products and more products overall. Researchers Krashna, Morrin, and

Sayin found that something as simple as smelling a food scent can increase salivation levels.

This increases the desire for food products and increases overall consumption levels. Marketers

are taking note of these studies, and businesses are implementing these results into their retail

environments. Abercrombie & Fitch and Ford Motor Company both infuse ambient scents into

their stores to allow their customers to make an emotional connection the brands themselves.

Cinnabon positions their ovens near their doors to increase the public’s desire for their cinnamon

rolls. Retailers often emit scents like lavender into their stores to encourage their customers to

stay longer and even spend more money. As marketers look towards the future of scent

marketing, they can only expect this emerging and profitable field to gain more exposure and

popularity as other industries attempt their own types of sensory infusion.


References

Bradford, K. & Desrochers, D. (2009). The Use of Scents to Influence Consumers: The Sense of

Using Scents to Make Cents. 90(2), 141-153. Retrieved May 18, 2015, from http://

www.jstor.org.www.libproxy.wvu.edu/stable/40665290?pq-

origsite=summon&seq=5#page_scan_tab_contents

Fahmy, D. (2012, July 1). Smells Like Profit: Scents in Stores, on Products, Makes Shoppers

Buy More. ABC News. Retrieved May 18, 2015, from http://abcnews.go.com/Business/

smells-profit-scents-stores-products-makes-shoppers-buy/story?id=11053555

Krashna, A., Morrin, M., & Sayin, E. (2013, December ). Smellizing Cookies and Salivating: A

Focus on Olfactory Imagery. 41(1), 18-25. Retrieved May 18, 2015, from http://

web.a.ebscohost.com.www.libproxy.wvu.edu/ehost/detail/detail

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%40sessionmgr4001&vid=0&hid=4206&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d

%3d#db=bah&AN=96081062

Madzharov, A., Block, L., & Morrin, M. (2015, January). The Cool Scent of Power: Effects of

Ambient Scent on Consumer Preferences and Choice Behavior. 79(1), 83-93. Retrieved

May 18, 2015, from http://journals.ama.org.www.libproxy.wvu.edu/doi/abs/10.1509/jm.

13.0263

Nassaur, S. (2014, May 20). Using Scent as a Marketing Tool, Stores Hope It — and Shoppers

— Will Linger. WSJ. Retrieved May 18, 2015, from http://www.wsj.com/

articles/SB10001424052702303468704579573953132979382


Photo + Fragrance of Chocolate Cake = More Chocolate Cakes Sold. (2014, February 11).

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pressreleases/021414154503_KrishnaRelease.pdf

Smily, M. (2014, December 9). Dollars & Scents: From Clothes to Cars to Banks, Brands Seek

Distinction Through Fragrance. AdAge. Retrieved May 18, 2015, from http://adage.com/

article/cmo-strategy/smell-money-marketers-sell-scent/296084/

Solomon, M. (2013). Consumer Behavior: Buying, Having and Being. (10th ed., pp. 49-53).

Upper Saddle River, NJ: Pearson Education, Inc.

Walford, C. (2012, November 27). Scent-imental Value: How Shoppers are Encouraged to Spend

by Simple Smells That They Instantly Recognize. Retrieved May 18, 2015, from http://

www.dailymail.co.uk/sciencetech/article-2239149/Scent-imental-value-How-shoppers-

encouraged-spend-simple-smells-instantly-recognise.html#ixzz3aWupvnMv

Why and How Scent Marketing Works. (2015). Scent Marketing USA. Retrieved May 18, 2015,

from http://www.scentmarketingusa.com/scent-marketing-works.html

IMC 612 Final Paper

Marketing

Transcript of IMC 612 Final Paper