Store's Smell Makes You Spend

Posted Aug 2nd 2007 at 9:12AM by Jonathon Morgan (Subscribe to Jonathon Morgan's posts)

Filed under: Fashion, Designers & Brands

What really makes you buy the things you do?

What makes you splurge on a cool new pair of jeans, or spend a little more than you wanted on a hip new shirt -- is it really the look, or is it the store?

A number of studies suggest that it's the latter. Scientists (and retailers) know that smells, sounds -- even the color of the walls -- make the difference when a customer is deciding whether to buy an item of clothing. Research suggests that impulsive buyers are more likely to be lured in by fun music, whereas more pensive customers are more receptive to an alluring scent. Everyone is likely to think products are higher in quality if they're surrounded by pleasant decor -- with your cultural background determining which colors you find the the most appealing. And we're also all enticed by quick turnover -- meaning that stores which repeatedly replenish their racks with the latest fashion are more likely to get us buying now, instead of waiting a couple months for the same items to go on sale.

The moral of the story is: don't be fooled. Every store -- no matter how light, fun and friendly it seems -- has one goal: to make money by selling you their product. Avoid overspending by making sure you're purchasing something you actually want instead of something you were tricked into buying by hip music and cute decor.

Source

Tags: over-spending, retail, shopping, spending, stores

Linda Mishler 8-11-2007 @ 3:30PM

I wonder if these stores realize they are almost killing their potential customers with the fragrances they shoot into the store?
I can't tell you the number of people with allergies or asthma that can no longer shop in certain stores because of the fragrances in them.
It has almost killed my cousin by giving her an asthma attack. I know of many ,many people who complain about this and I am one with perfume and chemical allergies also.

Devynn 8-11-2007 @ 3:41PM

that's why there's online shopping for you over sensitive ppl. and i've always known that there was something in the air at target! i love that place! :)

MARGARET 8-11-2007 @ 4:45PM

I have never, and never will have the urge to go into a high priced store and 'splurge'. I find it all so superficial! I enjoy the good old hunt for a bargain, enjoy the hunt and feel so satisfied coming away with a purchase that I know was a good deal and I will wear and display with pride, whereas if I paid stupendous prices for an article I would be afraid something would 'happen' to it - therbye the enjoyment of the article would be gone.
But.....that is just me. Just call me 'Thrifty', but happy!

MARY 8-11-2007 @ 5:25PM

I LOOK FOR A LOT OF THINGS IN A STORE THAT I SHOP IN ...OR FOR THAT MATTER A RESTRUANT ALSO...
WHEN I WALK IN THE DOOR ...5 THINGS I LOOK FOR
1. THE SMELL OF THE STORE AT FIRST
2.THE LOOK OF THE EMPLOYEE OR EMPLOYEES ...HAIR, CLOTHING, SPEAKING VOICE...3. IS IF THE STORE IS NEAT AND ORGANIZED
4. THE PRICE OF THE ITEMS AND 5. HOW THEY SAY GOOD BYE AS YOUR WALKING OUT THE DOOR

Joey Russell 8-11-2007 @ 5:56PM

That's why you should go to the mall with an intended purpose. If you go with say 20 bucks to buy a certain Ecko shirt but the one they have costs $25, then shun it. If your internet savvy, buying the same clothes on eBay that are barely worn and look brand new are always much cheaper, many usually less than $10 bucks. You may wait a week to get them, but your saving that money so you can get 2 shirts instead of 1. And if for some reason you don't like them there's usually a way to get your money back.

JC 8-11-2007 @ 7:50PM

More important than scent: I would spend more time (and therefore more $) in stores if they kept the air temperature at a comfortable level. I can remember back when I was a child and we didn't have air conditioning, nothing was more fun than spending a hot, summer afternoon at a couple dept. stores, shopping and enjoying the coolness. But today, just walking into most places, I start breaking out into a sweat. When will businesses learn that their supposed cost-cutting measures (turning down the AC, short staffing, etc.) will lose them money in the long run with fewer sales? Doesn't matter what lovely scent is being pumped in if it's overwhelmed by the smell of hot, sweaty people!

Elaine 8-11-2007 @ 8:20PM

We have recently lost our "Marshall Field" stores to "Macy's". I recvd. $100 gift card for Xmas from Macy and thought I would go spend it. What I found at the Oak Brook store was a very large rummage sale. I couldn't believe it. Most departments had sale items and sale racks with no prices, no sizes in order, things all over the floor and just an ugly mess. In between, they still had their "High End Designer" departments that were clean, orderly and neat. I hope this is only a short time thing, but someone should tell the Manager of that store to take a walk thru the store and get his people working. I NEVER SAW FIELD'S look llike that, NEVER! I thought Macy's was better than this.

roberta 8-11-2007 @ 8:46PM

I have always lived by the motto......"its the thrill of the hunt" I've tried and quite successfully too, to get my teenage daughter and her friends to realize that they are wasteing good money in the high priced, over scented, loud music stores!!!!!