Download The Effects of Age-Congruent Ambient Scent on the Amount of Time

The Effects of Age-Congruent
Ambient Scent on the Amount
of Time and Money Spent in a
Bookstore
Jasmin Raidoo
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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
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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.
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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
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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
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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.
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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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
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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.
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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.
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