How Can Noses Be Used To Promote Higher-end Premium Purchasing?

Across several studies, researchers found that scents were cognitively interpreted as warm (e.g., cinnamon) or cool (e.g., peppermint) and that such interpretations impacted purchasing of higher-end, premium products via social density and the need to restore power. Specifically, warm scents in retail environments led people to feel less powerful because such environments were perceived as more socially dense (i.e., more people and closer in proximity). Perceptions of higher social density created a sense of diminished power, therefore a need to restore it. Such restoration was accomplished through purchasing higher-end, premium products and more of them. Suggested Action: Consider infusing purchasing environments with “warm” scents to promote more and/or higher-end, premium purchasing.