Does a Floral Scent Make You Buy?

Researchers follow the scientific method to find out.

Ever notice when you enter the mall, your nose is bombarded with smells, from cinnamon buns to potpourri? Can these scents make you feel like spending big bucks?

Dr. Alan Hirsch wanted to know. As director of neurology (nervous-system science) at the Smell and Taste Treatment and Research Foundation in Chicago, Illinois, Hirsch studies the power of scents on the brain. He wanted to see if odors influence shoppers' opinions of a product (for example, sneakers) and urge them to shell out more money.

To get results, Hirsch didn't simply survey frequent shoppers. He ran a well-organized study using the scientific method, a step-by-step approach to research. "The scientific method allows you to organize your thoughts and avoid bogus results," Hirsch says.

FOLLOW YOUR NOSE

The first step in the scientific method is to follow your nose. That is, make an observation--the act of noticing something. For instance, in doing his work, Hirsch observed that odors often alter people's brain-wave activity. (Brain waves are electrical signals given off when brain cells fire messages.) The smell of lavender tends to increase brain-wave action in the back part of the brain associated with relaxation. Jasmine increases brain-wave action in the front part of the brain linked with alertness.

These observations led Hirsch to formulate a research question: What is the effect of odor on a person's buying behavior--not just their brain waves? In other words, can the smell of flowers persuade someone to fall in love with a pair of sneakers and fork over a wad of cash?

Next, Hirsch conducted background research to see if any other labs had conducted similar studies. He plowed through medical journals, but didn't find any answers to his question.

Time for original research. Hirsch formulated a hypothesis--an educated guess about what the answer to his research question might be. He predicted that odors can influence people to spend money.

SMELL THE ROSES

Hirsch then set out to design an experiment, a study that put his hypothesis to the test. An experiment must be carefully constructed to test the effect of one variable, or characteristic, on another--for instance, the effect of floral scent on a shopper's desire to buy sneakers.

Experiments are stocked with variables, but a good scientist changes only one of them on purpose. This variable is called the independent or manipulated variable. Hirsch's independent variable was the floral scent.

Changing the independent variable (that is, adding or removing the scent) will affect other variables. These other variables are known as dependent or responding variables. In Hirsch's experiment, the dependent variable was consumer behavior--whether consumers liked the sneakers and opted to spend more money on them.

TESTING, TESTING

Hirsch began testing his variables with a step-by-step procedure, or plan (see p. 12). He and his research team placed an identical pair of Nike sneakers in two identical rooms. They sprayed one room with a mixed floral scent and left the second room odor-flee. The odor-free room served as a control, a standard against which the researchers could compare the effects of the floral scent.

The researchers asked 35 volunteers, ages 18 through 69, to enter each room one at a time. While in each room, the volunteers filled out a survey asking them to evaluate the sneakers.

Hirsch used many techniques to make sure his results were reliable. For example, between test rooms, the volunteers entered a "wash-out" room for three minutes. This neutral room gave the volunteers a chance to clear their sense of smell.

Also the scientists kept all other variables (e.g., sneaker brand) constant, or unchanged. That way, these variables would not interfere with the volunteers' responses.

The study was also blinded--the volunteers didn't know the purpose of the experiment, nor were they told that one room was sprayed with a floral scent. To make sure the results were even more accurate, Hirsch conducted repeated trials. Instead of having one person fill out surveys, he enlisted 35.

SURVEY SAYS ...

After tabulating the surveys, reached a conclusion, a summary of his results. A whopping 84 percent of the volunteers said they preferred the sneakers in the floral-scented room (even though they were identical to the pair in the odor-flee room). In addition, they said they would pay about $10 more for them!

Hirsch's hypothesis proved true: An odor can influence a shopper's opinion. But how? One theory, according to Hirsch, is that smells are linked with emotions. "The portion of the brain that controls smell is located in the limbic lobe, the center part of the brain that also controls emotions," he explains. "The quickest way to change emotions is with smell."

Hirsch published his results in a scientific journal so other researchers could share his data. Clearly, mall managers must have their noses in scientific research, too. "They put odors in the air to enhance sales and make people stay longer," Hirsch says.

Is it mind control? "As long as you're aware of these practices, you can ask yourself, `Hey, am I more likely to buy this product because of the smell here, or do I really need it?'"

Use the scientific method to conduct your own experiment--or duplicate Hirsch's--at the mall. The rest of this issue will help you design a really scent-sational experiment!

FOLLOW THE SCIENTIFIC METHOD

1. Base your experiment idea on an observation.

2. State your purpose. Usually the purpose of an experiment is stated in the form of a research question: What is the effect of (your independent variable) on (your dependent variable)?

3. Do background research to find out what is already known about your topic.

4. State your hypothesis, an educated guess about what the results will be. (For example, a floral scent will entice shoppers to spend more money.)

5. Design a detailed procedure (see "Make a Plan!").

6. Carry out your experiment and collect data.

7. Record your results. In many cases you can present your results in charts, pictures, or graphs (see "How Graphic!").

8. Draw a conclusion from your results. Did your hypothesis prove true?

9. Write down all the steps of your project.

10. Publish your report (see "Publish Your Work").

Parts of an Experiment

Variables: characteristics in an experiment that change or could be changed

Independent variable: variable you change on purpose; also called manipulated variable

Dependent variable: Variable that responds to a change in the independent variable; also called responding variable

Hypothesis: educated guess about how changing the independent variable will affect the dependent variable

Constants: characteristics in an experiment that are kept unchanged in all trials

Control: standard for comparison in an experiment

Trials: number of times an experiment is repeated for each level, or value, of the independent variable. The more trials, the more reliable your results.