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The Psychology Behind Scent Marketing: How Fragrance Affects Consumer Behaviour

angelikaattwood
Feb 27
6 min read

Updated: Mar 4

By Angelika Attwood, Dje'ka Creative Director

The role of scent in marketing goes beyond merely creating an attractive environment. The psychology of smell is rooted in how our brains process and respond to olfactory stimuli, and it plays a significant role in how we perceive products, brands, and experiences.

To fully understand why scent marketing is so powerful, we must explore how our brains react to scents and the emotional connections they evoke.

The Limbic System and Emotional Responses

The primary reason scent is such a potent tool in marketing is its direct connection to the limbic system, the part of the brain responsible for emotions, memory, and behaviour.

Unlike other senses, scent bypasses the thalamus (the brain's relay station for other sensory information) and goes straight to the limbic system. This means that scent can trigger deep, emotional responses almost instantaneously.

When we encounter a particular fragrance, our brain recalls associated memories and emotions—this is why certain scents can remind us of specific places, people, or experiences.

This connection can be extremely powerful in the context of marketing. A pleasant, familiar scent can instantly evoke feelings of comfort, happiness, or nostalgia, creating a positive emotional response toward a brand or product.

Dr. Rachel Herz, a leading expert on the psychology of smell, explains: "Smell is the most emotional of all our senses. It has an unparalleled ability to evoke memories and influence feelings, which is why it is so integral to shaping consumer behavior." [1]

Memory Association and Brand Recall

Smell has a unique ability to enhance memory recall and trigger emotional nostalgia, more so than any of the other senses. Studies have shown that we are more likely to remember a scent than an image or sound, making it a particularly effective tool for brand recognition.

This is why companies like Cinnabon or Starbucks rely on the signature smell of their products to reinforce their brand identity.

For example, the smell of fresh cinnamon rolls wafting through the air at Cinnabon creates an instant association with indulgence, warmth, and comfort. Over time, customers come to associate this smell with the pleasure of eating a delicious cinnamon roll, strengthening their emotional attachment to the brand and increasing the likelihood of repeat visits.

Martin Lindstrom, author of Brand Sense, emphasises the power of scent in brand recall: "We are wired to remember smells. In fact, studies have shown that we can recall a fragrance better than any image or sound, making scent a vital tool for building brand recognition." [2]

Creating a Sense of Comfort and Trust

In the retail environment, scent marketing helps create a sense of comfort and familiarity, which is crucial for building trust with consumers. When a consumer enters a store, a familiar scent can make them feel more at ease, which encourages them to spend more time in the store and explore products. For instance, the scent of freshly baked goods at IKEA or the floral, calming fragrance in Westin Hotels taps into the consumer’s desire for comfort and relaxation.

Dr. H. H. B. Lichtenstein, an expert in sensory marketing, notes: "Scent has the ability to reduce stress, create comfort, and build trust, which are all important for establishing a positive relationship between the consumer and the brand." [3]

The comforting effect of scent can also help mitigate feelings of uncertainty or stress that may arise during a shopping experience, especially when making big-ticket purchases or navigating unfamiliar retail environments. The ability of scent to create an atmosphere of safety and relaxation can be a deciding factor in a consumer’s decision to make a purchase.

Influence on Consumer Behavior: The "Halo Effect" of Scent

The halo effect is a psychological phenomenon where one positive attribute of a product or experience influences the overall perception of the brand. Scent marketing takes advantage of this by leveraging fragrance to enhance the consumer's perception of the entire brand experience.

For example, when consumers encounter the signature scent of Nike stores or BMW showrooms, the positive associations with that scent influence their perception of the quality of the products themselves. The scent enhances the overall atmosphere, making the brand feel more premium, luxurious, or energetic, depending on the specific fragrance used.

Daniel Kahneman, Nobel laureate and psychologist, provides insight into the halo effect: "The halo effect is a cognitive bias where our overall impression of a brand is shaped by our feelings toward a single attribute, like scent. If a brand smells good, we assume other qualities—like product quality—are equally appealing." [4]

Scent and Consumer Decision-Making

One of the most compelling aspects of scent marketing is its influence on consumer decision-making. Research has shown that scent can directly impact the length of time customers spend in a store and, ultimately, the amount of money they spend.

The scent of coffee at Starbucks not only draws customers in but encourages them to linger longer, thus increasing the likelihood of purchasing additional items. Similarly, IKEA’s cinnamon scent has been shown to encourage customers to spend more time in the store, browsing and making impulse purchases.

In a study published by the Journal of Retailing, researchers found that customers in scent-rich environments were willing to spend more on products than those in scent-free environments. The research concluded that pleasant scents increase perceived value and enhance the consumer’s sense of satisfaction with their purchase.

Dr. H. H. B. Lichtenstein further emphasises this point: "The sense of smell can lead to higher spending because pleasant scents increase consumers' perceptions of value, comfort, and satisfaction. It’s not just about the immediate sale—it’s about enhancing the overall buying experience." [3]

Scent and Brand Loyalty

Incorporating scent into a brand’s identity isn’t just about driving initial sales—it's about building long-term loyalty. When consumers associate a particular scent with a positive experience, that fragrance becomes a trigger for future visits and purchases. This sense of brand attachment is an important part of customer retention strategies.

Brands like Hilton Hotels and Westin Hotels have perfected this approach by using signature scents in their locations. The consistent use of these unique fragrances helps foster a sense of familiarity for customers, who associate the scent with the premium experience provided by the hotel. As a result, customers may be more inclined to choose these brands over competitors in the future, strengthening brand loyalty and long-term revenue.

Geraldine Calpin, Chief Marketing Officer at Hilton, explains:"We understand the power of scent in shaping the overall guest experience. By using a signature fragrance, we help ensure that customers remember Hilton as a place of relaxation, luxury, and trust." [5]

Scent and Atmosphere Creation

Beyond influencing individual decisions, scent marketing plays a key role in shaping the overall atmosphere of a retail space. Nike, for instance, uses energising scents that complement its bold, active brand identity.

The scent enhances the sense of energy and motivation, reinforcing the message that Nike is all about performance and pushing limits.

On the other hand, Disney uses carefully chosen scents to enhance the immersive experience of their theme parks. The smell of popcorn or candyfloss helps evoke the excitement of childhood memories, intensifying the experience of wonder and joy.

These scents become a part of the overall story that the brand is telling, making the consumer feel more deeply connected to the brand.

Joe Rohde, a Disney Imagineer, shares: "Scent plays an integral role in our ability to immerse guests in the Disney experience. It's not just about creating a pleasant atmosphere—it's about enriching the story we’re telling and creating lasting memories for our guests." [6]

Conclusion: The Lasting Impact of Scent Marketing

The power of scent marketing lies in its ability to tap into the subconscious mind and forge a deep emotional connection with consumers. The psychology behind scent is clear: fragrances influence memory, mood, and purchasing behaviour in ways that visual and auditory stimuli cannot.

By strategically using scents to enhance the atmosphere, reinforce brand identity, and evoke specific emotional responses, brands like Starbucks, Hilton, BMW, IKEA, Disney, Nike, and Westin Hotels are not only boosting sales—they are creating a memorable, immersive brand experience that keeps customers coming back for more!

Ultimately, scent marketing is not just about merchandising or a quick point-of-sale promotion. It’s about creating a sensory journey that connects with the consumer on a deeper level, building brand loyalty and long-term success. In a world where brands are fighting for attention, scent is an understated yet incredibly powerful tool that can help businesses craft unforgettable experiences, intensify demand, and cultivate lasting relationships with their customers.