Scent

You have probably often entered a room and immediately noticed a typical scent. The targeted use of scents has long since ceased to be an exception. Companies like Abercrombie & Fitch, Motel One, and Singapore Airlines have long routinely used ambient scents in their sales and service environments. In doing so, the companies pursue two primary goals. On the one hand, the use of ambient scents is intended to create a pleasant atmosphere. On the other hand, their use aims at communicating a distinctive and likable brand identity. For example, the signature scent of Hugo Boss comprises a mix of basil, oak moss, and bergamot to convey superiority and prestige. This chapter addresses how companies can employ ambient scents to produce desirable effects. It also highlights that the “ideal scent” depends on a variety of consumer characteristics and situational parameters. As such, this chapter illustrates that consumers perceive scents differently based on their origin, gender, and purchasing situation, which complicates the use of scents in stationary retail environments.