The Effect of Ambient Scent Type and Intensiveness on Decision Making Heuristics

Ambient scent has an impact on consumer behavior in a number of ways. Pleasant scent enhances product and retailer evaluations, causes changes in shopping behavior (longer stay in premises, better mood and memories, purchase). Also, it has effect on body states and decision making. However, very little research is performed in the area of ambient scent effect on decision making heuristics, especially when risky decisions and risk perceptions are involved. Thus, the purpose of this paper is to identify the relationship of ambient scent type and intensiveness with decision making heuristics when risks are involved. Results of factorial 2x2 experiment with control group are presented. Ambient scent type (vanilla vs. peppermint) and intensiveness (8 (1 mg) vs. 16 sprays (2 mg) of scent concentrate in the same room) were manipulated as between subject variables. Risk aversion, effect of anchoring heuristic on bidding, and affect (risk and benefit) heuristic were tracked as dependent variables.