The influence of scent on shopping behavior
How scent influences our shopping behavior
I often get asked: “Does scent really work in a store?”
And my answer is invariably: “Yes – and that’s not just my experience, but also proven by science.”
Scent does something to us. It evokes memories, influences our mood and our behavior – often without us realizing it. In stores, a pleasant scent can make customers browse longer, make them more positive, and encourage them to buy more. Sounds powerful? It is.
Below, I’ll take you through 10 effects of scent experience on shopping behavior, as demonstrated in scientific studies. Not vague theory, but solid research. And of course, I'll share the links so you can read them yourself if you wish.
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Your store feels more pleasant
A well-chosen scent makes people rate your store more positively – even if they don't consciously realize it themselves.
🧪 Spangenberg et al. (1996): scent congruent with the product increases attractiveness.
🔗 View the study -
Customers linger longer
A subtle scent diffusion ensures that people browse longer – and thus have a greater chance of buying something.
🧪 Morrison et al. (2011): 20% longer dwell time.
🔗 Read the study -
Increased chance of purchase
When people feel good, they are quicker to buy something.
🧪 Chebat & Michon (2003): customers in a scented store spent more.
🔗 Read the study -
Your store stays better in their memory
Scent is a powerful memory anchor.
🧪 Herz (1997): scent evokes stronger memories than visuals.
🔗 View the summary -
Products seem more valuable
🧪 Bone & Jantrania (1992): in a scented environment, customers saw more value in the same products.
🔗 Read the article -
If the scent matches the product, you buy faster
Think of wood scent in a furniture store or vanilla in a clothing store.
🧪 Mattila & Wirtz (2001): congruent scent increases purchase intention.
🔗 View the study -
Your brand is remembered better
🧪 Morrin & Ratneshwar (2003): scent increases brand recognition and positive associations.
🔗 Read the study -
More impulse purchases
🧪 Doucé & Janssens (2013): with subtle scent, the number of impulse purchases increased.
🔗 Read the study -
You stand out from the rest
In a world of visual stimuli, scent stands out.
🧪 Krishna et al. (2010): scent enhances experience and brand identity.
🔗 View the study -
Scent increases your sales
🧪 Hagtvedt & Brasel (2016): appropriate scent increases conversion and sales.
🔗 Read the study
Finally
I hope that with this, you're not only enthusiastic but also convinced of the power of scent. Not as a trick – but as an experience that works.
Would you like to know which scent experience best suits your store? I’d be happy to brainstorm with you.
Claudia
GeurFris – Scent experience that truly works