According to a study recently published in the Journal of Marketing, the smell of cinnamon can actually have an effect on your purchasing behavior!
Per researchers, when a warm scent like cinnamon or vanilla fills a store, it can make you subsciously feel as though you're in close quarters. This, in turn, can lead you to feel inadequate, prompting you to purchase more expensive products to counter the sense of inadequacy.
Who would have thought that scent alone could drive consumers to spend more? I'd imagine that this study has immense implications for companies that sell big-ticket items like televisions, laptops and cell phones, jewelry, and cars.
It's kind of scary when you think about the lengths retailers go to to influence our purchasing decisions. From scents and food samples to colorful signs and unusual store layouts, these companies are doing everything they can to appeal to any one of our five senses. Once any of these cues captures our attention -- in a good way, of course -- it becomes far more likely that we'll make a purchase.
Personally, I don't usually take notice of scents or other cues, as I'm usually trying to get my shopping done rather quickly. I can imagine scents being more effective at bakeries, restaurants, coffee shops, and other places where people specifically go to consume foods and beverages. I doubt that the smell of cinnamon, though, would make me want to purchase an expensive watch. But hey, this may turn out to be groundbreaking research for companies around the world that sell high-end items.
Have you noticed any particular scents when you go to different stores? Has the scent induced you to make a purchase? What are some other strategic ways you feel stores try to drive us to the cash register?
For earlier posts, click here: How to Understand People
Per researchers, when a warm scent like cinnamon or vanilla fills a store, it can make you subsciously feel as though you're in close quarters. This, in turn, can lead you to feel inadequate, prompting you to purchase more expensive products to counter the sense of inadequacy.
Who would have thought that scent alone could drive consumers to spend more? I'd imagine that this study has immense implications for companies that sell big-ticket items like televisions, laptops and cell phones, jewelry, and cars.
It's kind of scary when you think about the lengths retailers go to to influence our purchasing decisions. From scents and food samples to colorful signs and unusual store layouts, these companies are doing everything they can to appeal to any one of our five senses. Once any of these cues captures our attention -- in a good way, of course -- it becomes far more likely that we'll make a purchase.
Personally, I don't usually take notice of scents or other cues, as I'm usually trying to get my shopping done rather quickly. I can imagine scents being more effective at bakeries, restaurants, coffee shops, and other places where people specifically go to consume foods and beverages. I doubt that the smell of cinnamon, though, would make me want to purchase an expensive watch. But hey, this may turn out to be groundbreaking research for companies around the world that sell high-end items.
Have you noticed any particular scents when you go to different stores? Has the scent induced you to make a purchase? What are some other strategic ways you feel stores try to drive us to the cash register?
For earlier posts, click here: How to Understand People
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