When Retailers Have You by the Nose : The Influence of Environmental Fragrancing on Patron Evaluations, Perceptions, & Intentions

Casino operators have long known that the longer players gamble, the larger the house’s take. Similarly, extending the amount of time other retail patrons shop may increase their opportunity for spending. Atmospherics research suggests that manipulating ambient scent may influence the length of time customers remain on the premises. Moreover, since scent knows no language barriers, the global implications of harnessing the power of environmental fragrancing are enormous. Consistently predicting the direction and magnitude of scent-induced effects, has however, proved quite difficult. Employing scent for strategic advantage is therefore deemed somewhat risky. This study aims to reduce the risk by increasing our understanding of how, and under what circumstances environmentally induced feeling states may lead to increased shopping time and other desired outcomes. A laboratory experiment tested affective state induction under situations of low and high involvement, and the transfer of these feeling states to the enjoyment of, and willingness to remain in, an environmental setting. Results indicate involvement and scent pleasantness matter most. Theoretical and managerial implications are discussed