Odor Priming

We’ll pay more when we smell something nice

Though often overlooked, smell has a powerful effect on memory recall, nostalgia and, as long as it’s deemed authentic, our purchasing decisions.

Kechagia & Drichoutis (2017). The effect of olfactory sensory cues on willingness to pay and choice under risk. Journal of Behavioral & Experimental Economics.

The study

Setup

105 people were split into two groups, put in a room with either a zesty scent in the air, or no scent. They were then shown a mug, and were asked to bid for it with real money.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

Those in the scented room exhibited a higher average willingness to pay for the mug.

np_read_2490885_000000

Kechagia & Drichoutis (2017). The effect of olfactory sensory cues on willingness to pay and choice under risk. Journal of Behavioral & Experimental Economics.

Key Takeaways

Keep environmental scents simple...

...unless it's the brand differentiator (e.g. Aesop, Neal's Yard). Much like visual stimuli, in-store scents deemed simpler result in both higher average spending and cognitive processing (Hermann et al., 2013).

Be authentic.

You'll risk triggering skepticism if you substitute a real side-effect of production for something fake (Lunardo, 2012), i.e. a freshly-baked scent in a store with no oven. Better to have a complementary or no scent than have consumers think you’re patching over an inferior product.

Consider a product scent.

What sort of feeling do you want to evoke upon unboxing? Adams & Douce (2017) provide a brilliant analysis of possible scents. Make it subtle, appropriate and apply it consistently to the entire range. e.g. Tech company Apple is notorious for the sweet scent experienced when opening up a new computer for the first time. Even though you can't see it, you remember it deeply.

Odor Priming

We’ll pay more when we smell something nice

Though often overlooked, smell has a powerful effect on memory recall, nostalgia and, as long as it’s deemed authentic, our purchasing decisions.

Kechagia & Drichoutis (2017). The effect of olfactory sensory cues on willingness to pay and choice under risk. Journal of Behavioral & Experimental Economics.

The study

Setup

105 people were split into two groups, put in a room with either a zesty scent in the air, or no scent. They were then shown a mug, and were asked to bid for it with real money.

Results

Those in the scented room exhibited a higher average willingness to pay for the mug.

Key Takeaways

Keep environmental scents simple...

...unless it's the brand differentiator (e.g. Aesop, Neal's Yard). Much like visual stimuli, in-store scents deemed simpler result in both higher average spending and cognitive processing (Hermann et al., 2013).

Be authentic.

You'll risk triggering skepticism if you substitute a real side-effect of production for something fake (Lunardo, 2012), i.e. a freshly-baked scent in a store with no oven. Better to have a complementary or no scent than have consumers think you’re patching over an inferior product.

Consider a product scent.

What sort of feeling do you want to evoke upon unboxing? Adams & Douce (2017) provide a brilliant analysis of possible scents. Make it subtle, appropriate and apply it consistently to the entire range. e.g. Tech company Apple is notorious for the sweet scent experienced when opening up a new computer for the first time. Even though you can't see it, you remember it deeply.

Odor Priming

We’ll pay more when we smell something nice

Though often overlooked, smell has a powerful effect on memory recall, nostalgia and, as long as it’s deemed authentic, our purchasing decisions.

The study

Setup

105 people were split into two groups, put in a room with either a zesty scent in the air, or no scent. They were then shown a mug, and were asked to bid for it with real money.

Results

Those in the scented room exhibited a higher average willingness to pay for the mug.

np_read_2490885_000000

In detail

Pairings

Currently being prepared...

Connected to

Running workshops?

Odor Priming

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box Two