Do consumers make different choices based on the fragrance surrounding them? If they do not, a billion dollar advertising segment would disappear. Studies have found, for example, that lavender is the fragrance of trust
and groups are always working to improve the ambiance of the marketplace.
A new study in the Journal of Marketing says that the “temperature” of scents in a store atmosphere may have a powerful effect on what and how much customers buy. So if you want people to spend money, spread the cinnamon around.