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The Effects of Age-Congruent Ambient Scent on the Amount of Time and Money Spent in a Bookstore Jasmin Raidoo Raidoo 1 Table of Contents Abstract 2 Review of Literature 3 Hypothesis 5 Pretest: Method and Materials 5 Results and Discussion 6 Field Experiment: Methods and Materials 12 Results and Discussion 14 Significance 17 Conclusion 18 Acknowledgements 19 References 20 List of Tables: Table 1 7 Table 2 9 Table 3 10 Table 4 14 Table 5 15 Table 6 16 Raidoo 2 Abstract Scent marketing, or the use of scent to sell a product, is a growing tool in the commercial world. Since the olfactory sense is connected to memory and emotion, people respond to a scent before they recognize it. Thus, a marketing environment with a pleasant scent should create a positive emotional response causing greater satisfaction. Scent congruency with the product and consumer has proven to be relevant when creating the best marketing environment. This research further explores the concept of consumer-scent congruency by studying age and its influence on the amount of time and money spent in a bookstore. It was hypothesized that if age-congruent ambient scent is diffused in a bookstore, the consumer will spend a greater amount of time and money than if incongruent or no scent is used. Age-congruent scents, no scent, and age-incongruent scents were diffused in two bookstores over the course of three weeks. A one-way ANOVA statistical test showed that age-congruent conditions produced greater significantly positive results (p<.0001) when compared to incongruent conditions or no scent conditions. Thus, marketers will receive the most profitable results from specifying fragrances to their consumers’ age groups. Raidoo 3 Review of Literature The ever expanding marketing world is in constant need of tools to make their products stand out. There is a constant strive to lessen the gap and misconceptions between consumers and marketers (Zaltman, 2003). The olfactory sense is the most primitive sense and it’s connected to the limbic system, which controls memory and emotion. Consequently, people respond to a scent even before they think about or realize what they have smelled (Mason, 2005). Thus, it is the next logical step to introduce scent into a marketing environment. Scent marketing is a growing concept in the commercial world. For the purposes of this study, scent marketing is defined as the use of scent to sell a product. Research has shown that scent in a store improves store evaluations (Spangenberg, Crowley, and Henderson, 1996). This means that when a pleasant scent was diffused in a store, customers had more positive responses to the store then when no scent was used. Scent was also proven to improve brand memory (Morrin and Ratneshwar, 2003). Some participants of that study were asked to look at brand logos in the presence of scent, while others looked at logos with no scent in their environment. Those who had a scent in their environment were able to recall more brand names than those who had no scent in their environment. When used in a restaurant, certain scents elicited different responses when determining the amount of time and money spent in the restaurant (Gueguen, and Petr, 2006). When lavender was diffused in this restaurant, customers spent more time and money. Whereas, when lemon was used, it had no effect on these dependent variables. This might be due to the fact that incongruent environmental cues can actually negatively impact consumer responses (Spangenberg, Grohmann, and Sprott, 2005). During the holiday season, Christmas music and Raidoo 4 scent were placed in a retail environment. When the two variables corresponded (Christmas music and scent), it produced favorable customer opinions. However, when the two variables differed (Christmas scent and non-Christmas music), it actually produced negative customer responses. Product-scent congruity was also shown to improve consumer evaluations (Mitchell et al., 1995). When ambient scent matched the product (i.e. a chocolate fragrance with chocolate products), it yielded more positive results than when the scent was incongruent with the product (i.e. a floral scent with chocolate products). Personality also influences one’s response to scent (Morrin and Chebat, 2005). The type of shopper one is (impulsive versus contemplative), affects how one will respond to environmental cues. Contemplative shoppers responded more to ambient scent than impulsive shoppers. In children, scent preference was shown to be affected by ethnicity (Fitzgerald et al., 2007). This is most likely due to cultural upbringing and the consequent associations with different scents. However, the scent of orange was found to be universally liked by children. Finally, in a retail store, when scent was specified to gender, it increased approach/avoidance behaviors (Spagenberg, Sprott, Grohmann, and Tracy, 2004). In other words, when a “masculine” scent was diffused in the men’s department of a retail store and a “feminine” scent was diffused in the women’s department of that store, there was a positive impact on approach/avoidance behaviors than when these scents were switched. Using this knowledge, it would seem appropriate that if scent can be specified to gender, it should be specified to age. This leads to the questions: Are there age-congruent scents? And if so, what is their impact on marketing factors such as time and money spent in a store? Since most scent marketing research is tested in clothing stores, it would be interesting to see its affects in a Raidoo 5 bookstore. A bookstore also has definitive departments for different age groups. Thus the purpose of this study is to test the effects of scent marketing when related to age, in a bookstore. Hypothesis If age-congruent ambient scent is used in a bookstore, it will increase the amount of time and money spent in a store then when incongruent scent or no scent is used. To be able to test this hypothesis, a “child” scent and “adult” scent needed to be determined using a pretest. Pretest: Age Group vs. Scent Preference Methods and Materials One hundred-twenty adults (18 years and older) and one hundred-twenty children (between the ages of 6 through 12) were surveyed. After signing consent forms, surveys were randomly given out to people outside a local cigar store and a local video store. Students at local elementary schools were also given this survey after parents signed consent forms. Participants of this study were asked to evaluate one of six candidate scents (Orange, Patchouli, Ylang-Ylang, Tea Tree, Grapefruit, and Lemon). Participants were given a cotton swap that had been dipped in one of the given fragrance oils and were asked to smell it. Participants were allowed to smell the scent as much as they liked before completing a survey. This survey asked the age group of the subject, the pleasantness rating (on a 1 to 5 scale; 1-most favorable and 5-least favorable) of the scent and whether it would be more suitable for children or adults. Participants were not aware of the name of the scent they evaluated; it was identified on the survey with a number. Each participant evaluated only one scent. Raidoo 6 Survey for Pretest: How old are you? 6-12 13-18 19-25 25-65 65+ What was the number on the scent bottle that you smelled? 1 2 3 4 5 6 How much do you like the scent? 1-I love it 2-I like it 3-It’s ok 4-I dislike it 5-I hate it Which group do you think the scent is most suitable for? Children Adults Results and Discussion When determining the final two scents to be used in the field experiment, it was important to find one that was mutually liked by children and adults because both parties would be exposed to the scent and there should be no negative responses. Also, the scents should be safe for people and appropriate for the specific age groups. Ideally, children and adults would both pick a given scent to be more suitable for children or adults. From the data collected (summary data shown in Table 1), Scent 1 (orange) was most liked by children and chosen as a “child scent” by both children and adults. However, when determining an “adult” scent, the scent chosen was thought to be suitable for children by children and suitable for adults by adults. However since this scent, scent 5 (grapefruit), was the only scent that was well liked by adults and also thought to be an “adult” scent, it was chosen as the other final scent. ANOVA statistical tests (shown in Tables 2 and 3) were used to analyze scent preferences for adults and children. Within the adult group, the preference for the grapefruit scent was significant (p < .0001) when compared to other scents. Within the child group, the Raidoo 7 preference for the orange scent was significant (p < .0001) when compared to other scents. Potential error may have occurred when determining preferences because the fragrance oils were more concentrated than they would be in an ambient environment. Thus, the intensity of the scent might produce less favorable outcomes. However after evaluating the results, this experimental error can be considered negligible. Table 1 Pretest: Summary Data for Adults Scent Number Average Average Pleasantness (mode) Suitability (mode) 1 2 C 2 3 A 3 3 A 4 4 A 5 2 6 3 A A Pleasantness Scale: 1-Love it, 2-Like it, 3-It’s ok, 4-Dislike it, 5-Hate it Suitability Scale: A-Adults, C-Children Suitability Scale: A-Adults, C-Children Scent 1 Scent 2 Scent 3 Scent 4 Scent 5 Scent 6 Raidoo 8 Pretest: Summary Data for Children Scent Number Average Average Pleasantness (mode) Suitability(mode) 1 1 C 2 5 A 3 5 A 4 3 A 5 1 C 6 2 C Pleasantness Scale: 1-Love it, 2-Like it, 3-It’s ok, 4-Dislike it, 5-Hate it Suitability Scale: A-Adults, C-Children Suitability Scale: A-Adults, C-Children 5 4 3 2 1 0 Scent 1 Scent 2 Scent 3 Scent 4 Scent 5 Scent 6 Raidoo 9 Table 2 Pretest: ANOVA Results for Children Source of Variation Sum of Squares d.f. Mean Squares between 138.2 5 27.65 error 137.3 114 1.205 total 275.6 119 F 22.95 The probability of this result, assuming the null hypothesis, is less than .0001 Scent 1 (Orange): Number of items= 20 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 2.00 2.00 3.00 3.00 3.00 3.00 4.00 Mean = 1.6500 95% confidence interval for Mean: 1.164 thru 2.136 Standard Deviation = 0.988 High = 4.000 Low = 1.000 Median = 1.000 Average Absolute Deviation from Median = 0.650 Scent 2 (Patchouli): Number of items= 20 3.00 3.00 3.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 Mean = 4.3500 95% confidence interval for Mean: 3.864 thru 4.836 Standard Deviation = 0.745 High = 5.000 Low = 3.000 Median = 4.500 Average Absolute Deviation from Median = 0.650 Scent 3 (Ylang-Ylang): Number of items= 20 1.00 1.00 1.00 2.00 2.00 2.00 2.00 2.00 3.00 3.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 Mean = 3.4500 95% confidence interval for Mean: 2.964 thru 3.936 Standard Deviation = 1.67 High = 5.000 Low = 1.000 Median = 4.000 Average Absolute Deviation from Median = 1.55 Raidoo 10 Scent 4 (Tea Tree): Number of items= 20 1.00 1.00 1.00 2.00 2.00 2.00 3.00 3.00 3.00 3.00 3.00 3.00 4.00 4.00 4.00 4.00 5.00 5.00 5.00 5.00 Mean = 3.1500 95% confidence interval for Mean: 2.664 thru 3.636 Standard Deviation = 1.35 High = 5.000 Low = 1.000 Median = 3.000 Average Absolute Deviation from Median = 1.05 Scent 5 (Orange): Number of items= 20 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 2.00 2.00 2.00 2.00 2.00 2.00 3.00 3.00 Mean = 1.5000 95% confidence interval for Mean: 1.014 thru 1.986 Standard Deviation = 0.688 High = 3.000 Low = 1.000 Median = 1.000 Average Absolute Deviation from Median = 0.500 Scent 6 (Lemon): Number of items= 20 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 3.00 4.00 Mean = 1.7500 95% confidence interval for Mean: 1.264 thru 2.236 Standard Deviation = 0.786 High = 4.000 Low = 1.000 Median = 2.000 Average Absolute Deviation from Median = 0.550 Table 3 Pretest: ANOVA Results for Adults Source of Variation Sum of Squares d.f. Mean Squares between 22.78 5 4.555 error 80.35 114 0.7048 total 103.1 119 F 6.463 The probability of this result, assuming the null hypothesis, is less than .0001 Raidoo 11 Scent 1 (Orange): Number of items= 20 1.00 1.00 1.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 5.00 Mean = 2.3500 95% confidence interval for Mean: 1.978 thru 2.722 Standard Deviation = 0.933 High = 5.000 Low = 1.000 Median = 2.000 Average Absolute Deviation from Median = 0.650 Scent 2 (Patchouli): Number of items= 20 2.00 2.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 4.00 4.00 4.00 4.00 4.00 4.00 5.00 5.00 5.00 5.00 Mean = 3.6000 95% confidence interval for Mean: 3.228 thru 3.972 Standard Deviation = 0.940 High = 5.000 Low = 2.000 Median = 3.500 Average Absolute Deviation from Median = 0.800 Scent 3 (Ylang-Ylang): Number of items= 20 2.00 2.00 2.00 2.00 2.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 4.00 4.00 4.00 4.00 4.00 Mean = 3.0000 95% confidence interval for Mean: 2.628 thru 3.372 Standard Deviation = 0.725 High = 4.000 Low = 2.000 Median = 3.000 Average Absolute Deviation from Median = 0.500 Scent 4 (Tea Tree): Number of items= 20 1.00 2.00 2.00 2.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 Mean = 3.2000 95% confidence interval for Mean: 2.828 thru 3.572 Standard Deviation = 0.894 High = 4.000 Low = 1.000 Raidoo 12 Median = 3.000 Average Absolute Deviation from Median = 0.700 Scent 5 (Grapefruit): Number of items= 20 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 2.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 5.00 Mean = 2.5000 95% confidence interval for Mean: 2.128 thru 2.872 Standard Deviation = 0.761 High = 5.000 Low = 2.000 Median = 2.000 Average Absolute Deviation from Median = 0.500 Scent 6 (Lemon): Number of items= 20 1.00 1.00 2.00 2.00 2.00 2.00 2.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 3.00 4.00 Mean = 2.6000 95% confidence interval for Mean: 2.228 thru 2.972 Standard Deviation = 0.754 High = 4.000 Low = 1.000 Median = 3.000 Average Absolute Deviation from Median = 0.500 Field Experiment Methods and Materials Each condition of the hypothesis (congruent, incongruent, and no scent) was tested in two independent bookstores in the Capital District of Upstate New York. Participants were actual store customers chosen at random who were asked to fill out the consent form and survey before exiting the store. The survey asked for the customer’s age (given in ranges), the amount of time spent in the store (self-reported), and the amount spent in the store on that day (also given in ranges). A total of 66 customers were surveyed (54 adults and 12 children) in September and in November during three non-sale weeks. The chosen fragrances were diffused using an Aromax Raidoo 13 scent diffuser at a low-intensity level, determined by the researcher. Participants were unaware of the scent manipulation in the store. For congruent conditions, the “child” scent (orange) was diffused for 2 days in the children’s department; then the “adult” (grapefruit) scent was diffused for 2 days in the rest of the store. Twenty-three participants (19 adults and 4 children) shopped in the presence of congruent ambient scent. For incongruent conditions, the “adult” scent was diffused in the children’s department for 2 days; then the “child” scent was diffused for 2 days in the rest of the store. Twenty-three participants (19 adults and 4 children) shopped in the presence of incongruent ambient scent. This method was employed to reduce scent contamination. Twenty participants (16 adults and 4 children) shopped in the presence of no scent; the data for this condition was also collected over the period of 4 days. For each condition, data was collected on two weekdays and a weekend. At least a day was given to let any lingering scent dissipate before changing conditions. Survey for Field Experiment How old are you? 6-12 13-18 19-25 25-65 65+ How long were you in the store? ___________minutes How much did you spend (or was spent on you) in the store today? Nothing Less than $40 Less than $10 Less than $50 Less than $20 More than $50 Less than $30 Raidoo 14 Results and Discussion A one-way ANOVA test and Tukey HSD test was used to analyze the data (summary data shown in Table 4). When congruent scent, incongruent scent, and no scent conditions were compared with time as the dependent variable, customers spent significantly more time (p<.0001) in the presence of congruent ambient scent than incongruent scent or no scent. However, customers also spent significantly more time in the presence of incongruent scent than no scent. Likewise, when congruent scent, incongruent scent, and no scent conditions were compared with money as the dependent variable, customers spent significantly more money (p < .0001) in the presence of congruent ambient scent than incongruent scent or no scent. Customers also spent significantly more money in the presence of incongruent scent than no scent. Tables 5 and 6 show the ANOVA and Tukey HSD results for the conditions versus time and money, respectively. The Tukey HSD accounts for the low sample size and still shows the results to be significant for time (p < .01) and money (p < .01). Table 4 Field Experiment: Summary Data Congruent Scent Incongruent Scent No Scent Average Time (mean) 36 minutes 24 minutes 13 minutes Average Amount of Money Spent (mean) More than $50 Less than $20 Nothing 60 50 40 30 Congruent Scent 20 Incongruent Scent 10 No Scent 0 Average Time Average Amount of Money Spent Raidoo 15 Table 5 Field Experiment: One-Way ANOVA Dependent Variable: Time (minutes) Congruent Incongruent No Scent 20 25 15 10 45 30 30 30 30 30 30 20 30 30 65 45 45 45 40 45 40 60 60 10 15 15 15 30 10 15 20 20 20 20 30 20 30 15 30 20 30 5 7 45 60 60 5 10 5 5 10 10 10 10 10 15 15 30 30 5 5 20 20 10 15 10 Data Congruent Incongruent No Scent Summary N 23 23 20 66 - X 820 542 250 1612 -Mean 35.6522 23.5652 12.5 24.4242 - X2 33700 17524 4200 55424 Variance 202.9644 215.9842 56.5789 246.9557 Std.Dev. 14.2466 14.6964 7.5219 15.7148 Std.Err. 2.9706 3.0644 1.6819 1.9344 ANOVA Summary Source Treatment SS df 5760.2516 2 MS F P 2880.1258 17.63 <.0001 [between groups] Error 10291.8696 63 Total 16052.1212 65 Tukey HSD Test HSD[.05]=9.27; HSD[.01]=11.69 M1 vs M2 P<.01 M1 vs M3 P<.01 M2 vs M3 P<.05 Total 163.363 M1 = mean of Sample 1 M2 = mean of Sample 2 and so forth. HSD = the absolute [unsigned] difference between any two sample means required for significance at the designated level. HSD[.05] for the .05 level; HSD[.01] for the .01 level. Raidoo 16 Table 6 Field Experiment: One-Way ANOVA Dependent Variable: Money (group*) Congruent Incongruent No Scent 7 3 5 4 7 7 7 7 7 7 7 7 7 7 1 7 2 2 2 6 5 3 3 3 3 3 3 4 7 4 2 2 2 2 5 5 6 6 3 3 4 3 6 1 1 1 1 2 1 1 4 2 4 3 3 2 2 1 1 1 1 1 1 1 1 1 *Group number represents money range 1-Nothing 2-Less than $10 3-Less than $20 4-Less than $30 5-Less than $40 6-Less than $50 7-More than $50 Data Summary Congruent Incongruent No Scent Total N 23 23 20 66 - X 120 79 34 233 -Mean 5.2174 3.4348 1.7 3.5303 - X2 730 337 78 1145 Variance 4.7233 2.9842 1.0632 4.9606 Std.Dev. 2.1733 1.7275 1.0311 2.2272 Std.Err. 0.4532 0.3602 0.2306 0.2742 Raidoo 17 This research shows that customers responded most positively to age-congruent ambient scent. However customers also responded more positively to incongruent scent than when no scent was used. This implies that having a scent in the environment is beneficial regardless of congruency. This is further supported by the fact that some customers commented on the pleasantness of the aroma; while they were not told of the fragrance and its relevance to the survey, those who did notice the scent responded favorably. This is in accordance with previous research; however, it suggests scent marketing works best when specified to the consumer. Thus, it would be beneficial for more stores to incorporate scent into their environment. This research could be extended by having a greater sample size for the field experiment. Additionally, self-reported times might lead to human error and which could be eliminated by measuring the time spent in the store with a more reliable method. Employing a different diffusing method so that both scents can be diffused in their respective departments with minimal contamination might also alter the results. Further research could also include testing different scents to determine which are most preferred by children and adults. Testing preferences for combined scents would also be relevant as most businesses create “signature scents” with a combination of fragrances. Also, since this is the first research done in a bookstore, it could be further explored what scents would be most appropriate for that environment; this study used only citrus scents. To further test age congruency, a similar method could be employed to other specialized stores. Significance This research supports that the more specified a scent is to the consumer, the better response the store will get. This is important for all marketers because it could help make the Raidoo 18 business more profitable. Additionally, since this is the first study done in a bookstore (as oppose to a retail store) the implication is that scent can be brought to other marketing environments. Conclusion From the pretest, it was also concluded that there are age-congruent scents. The scent of orange was significantly preferred by children and the scent of grapefruit was significantly preferred by adults. When used in a bookstore, age-congruent ambient scent significantly increases the amount and time and money spent there than when incongruent ambient scent or no scent is used. The presence of scent (as oppose to no scent) was also found to increase the amount of time and money spent in the book store. Raidoo 19 Acknowledgements The author would like to thank her mentor, Mr. Harald H. Vogt, without whom this research would not have been possible, Mrs. Evelyn Perkins for her constant guidance, Mr. James Goldney for his invaluable advice, Dr. Gerald Zaltman and Dr. Maureen Morrin for helping the research get started, the students and faculty at the local elementary schools who partook in the pretest, the managers of the local cigar store, video store and bookstores for the use of their locations, Dr. DeMartino for his aid throughout this process, and family and friends for their support. Raidoo 20 References Chebat, Jean-Charles and Maureen Morrin. “Person-Place Congruency.” Journal of Service Research 8 (Nov. 2005): 181-191. Fitzgerald, Maura, et al. “The Effect of Gender and Ethnicity on Children’s Attitudes and Preferences for Essential Oils: A Pilot Study.” Explore 3 (July/August 2007): 378-385. Gueguen, Nicolas and Christine Petr. “Odors and Consumer Behavior in a Restaurant.” International Journal of Hospitality Management 25 (2006): 335-339. 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Raidoo 21 Spangenberg, Eric et al. “It’s Beginning to Smell (and Sound) a lot Like Christmas: the Interactive Effects of Ambient Scent and Music in a Retail Setting.” Journal of Business Research 58 (2005): 1583-1589. Zaltman, Gerald. How Consumers Think: Essential Insights into the Mind of Market. Boston, MA. 2003.