Jesmine Rivera

The Effect of Ambient Scent on Consumer-Related Cognitive Response

More and more retailers and businesses have been studying the use of ambient scents to produce some sort of positive consumer response. The purpose of this study was to explore the effect of ambient scents on consumer-related cognitive response. In this study volunteers (n=29) were asked to complete the Rivera Cognitive Response Survey, in which they filled out demographic information such as age and gender as well as a free-response question. The participants took the survey in one of three conditions: a room with no scent, a room with a McDonald's French fry scent, or a room with a Hollister cologne scent. The results indicated that the ambient scent appeared to have no effect on the participants' responses.