Today, a marketing lesson from the kiddo:
What he is talking about, here, is the role of smell as a stimulus.
Smell (and other stimuli like colour, temperature, or sounds) can create an affective response in shoppers. This can either be a direct emotional reaction to the stimulus (e.g., the smell makes us feel hungry); or an indirect one, via cognitive associations (e.g., the smell activates pleasurable memories).
The stimuli can also trigger negative responses, of course, such as making us feel anxious (dental surgery, anyone?), sad, or repulsed… which marketers want to avoid at all costs.
And stimuli also interact with each other, too. For instance, this very interesting study found that the smell of sweat is less disgusting when it comes from an item of clothing associated with a group that we support (e.g., our university, or our favourite sports’ team).
So, as you can imagine, the field of ‘store atmospherics‘ is, actually, quite important in marketing. Not sure why the kiddo learned this in a maths’ lesson, though.
And talking about the kiddo, he agreed to film this short video only on the condition that I promote his blog. And as like to keep my promises, here we go: if you can, please check his “AWSOME BLOG“.
UDPATE May 10th 2016: I just came across this article, that may interest you.
Rimkute, J., Moraes, C., & Ferreira, C. (2016). The effects of scent on consumer behaviour. International Journal of Consumer Studies, 40(1), 24-34.