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Capstone Projects

Scent Marketing: Do Scents Make Cents

Mon, 04/23/2012 - 21:51
Abstract: Based on past research and studies to manipulate scents, an experiment will be conducted to determine an influential way for businesses to subliminally attract customers. These customers will be more apt to spend money in the establishment purely from the scent that the business is producing. A “mark” on the mind of the consumers from these aromas will persuade them to open up their mind as well as their wallets. The consistent smell of a universally embraced scent will manipulate the majority of customers: therefore restaurants will have the opportunity to generate more profits. The smell of doughnuts was primarily used as the “universal appeal” for this specific scent to attract more business because the study was being executed in a bakery. Other cases and establishments with billboard or ambient scents (see definition list) might be more applicable for execution. The information collected from this experiment will be used to determine if a subliminal interests can influence customer’s to spend more money.
Access: Yes
Literary Rights: On
Major: Culinary Arts and Service Management
Year: 2012
Authors: Dan Smallridge