Scents diffused in retail environments can have a positive effect in eliminating consumer anxiety.
Research from Concordia University found consumers placed in busy and crowded retail environments felt less anxious when smelling something that evoked spaciousness. Furthermore, in an empty space, consumers felt less anxious when exposed to a scent evoking closed spaces.
Researchers used three ambient scents in the experiment: 1. A scent reminiscent of enclosed spaces, like the smell of firewood 2. A scent evoking open spaces, like the seashore 3. No scent at all
Anxiety levels were highest among consumers in large retail environments in conjunction with a scent evoking spaciousness.
Read more at Concordia University