Using Smell to Make a Sale

Everyone loves the smell of freshly baked cookies, but don’t expect that aroma to sell your home, new research suggests. Homeowners are often coached to create pleasing aromas when potential buyers pay a visit. But complex smells, like baked goods and potpourri, are likely to damp enthusiasm for a fast sale for top dollar, says Eric Spangenberg, dean of the college of business at Washington State University. His study found that shoppers spent 31.8% more, on average, when a store was scented with a simple orange scent over a complex blend of orange, basil and green tea. The same principles apply to open houses, Prof. Spangenberg says, because in both cases, the aromas may affect cognitive functions in the same areas of the brain involved in decision-making. Complex scents, even if they’re pleasant, can be a distraction because some people subconsciously dedicate time and energy to figuring out what the aroma is. Full Article