the best methods of masking industrial noises and maximizing the positive sound experience. Nowadays, most stores play background music, ostensibly for shoppers’ pleasure. And while it certainly is true that music enhances the shopping experience, it is not specifically for this reason that stores hit the Play button. Studies show that music, specifically slow, relaxing music is a great way to boost sales. These studies show that when calming music is played, shoppers, on average, slow their walking pace by 12%, causing them to extend their time in the store; encounter the Gruen Transfer; and consequently, spend 38% percent more than they would otherwise spend. SCENTED AIR Even the smells we encounter have an impact on our purchases, and stores have come to accept this as fact. In a new twist of shopping psychology, businesses are now lining up to purchase scents that can be pumped into their shops to enhance the olfactory atmosphere. Some stores choose fragrances like cinnamon and apples to create a homey ambiance, while car salespeople may prefer the smell of leather, or a sporting goods store that of fresh grass clippings. In some large chain stores, the scents may vary by aisle, with baby powder being the scent of choice in the aisle devoted to child care, while the baking aisle may be lightly scented with the smell of Grandma’s apple pie. The scent of lavender is a popular choice for many stores, as lavender is proven to enhance the feelings of trust, leading shoppers to relax and feel confident in their purchases. Likewise, “warm scents,” such as that of a steaming mug of hot cocoa, can cause shoppers to feel a sense of meekness, causing them to oftentimes compensate by making prestigious, expensive purchases in the unconscious act of seeking to regain power. PITFALLS OF PLEASURE Yes, long gone are the days of Mr. Milkman and the meticulously adhered-to shopping list, the last 50 years having ushered in a whole new era of superstores and multi-sensory stimulation. And while this form of modern-day shopping is many a woman’s (and sometimes a man’s!) delight, it comes with its own pitfalls made specifically through pleasure. Bombarded by sights, sounds and smells that entice us to spend more time and more money, is it little surprise that shopping is frequently viewed as a hobby as much as a chore? As we go about enjoying the environment-controlled shopping centers we appreciate so much, we would be wise to remember that not all that glitters is gold… Sometimes — perhaps often, in fact — that special shine is just a piece of marketing psychology, dressed up in the shimmer of the Gruen Transfer.
118 / THE MONSEY VIEW / November 15, 2017 www.themonseyview.com / 845.600.8484
Published on Nov 14, 2017