Cookie smell leads to poor decision making, impulsive purchases

From Science Daily:

“We found that an appetitive stimulus not only affects behavior in a specific behavior domain, but also induces a shared state that propels a consumer to choose smaller–sooner options in unrelated domains,” explains researcher Xiuping Li (National University of Singapore). “Similarly, the presence of an attractive woman in the trading room might propel an investor to choose the investment option providing smaller but sooner rewards.”

In the first experiment, Li asked participants to act as “photo editors of a magazine” and choose among either appetite stimulating pictures of food or non-appetite stimulating pictures of nature. A control group was shown no pictures at all. All were then asked to participate in a lottery that would either pay them less money sooner or more money later.

Those who had been exposed to the photos of food were almost twenty percentage points more likely to choose the lottery with the chance of a smaller, more immediate payoff than those who were exposed to the photos of nature (61 percent vs. 41.5 percent) and eleven percentage points more likely to choose the short-term gain than those who had not been exposed to any stimulus (61 percent vs. 50 percent).

Similarly, another experiment used a cookie-scented candle to further gauge whether appetitive stimulus affects consumer behavior. Female study participants in a room with a hidden chocolate-chip cookie scented candle were much more likely to make an unplanned purchase of a new sweater — even when told they were on a tight budget — than those randomly assigned to a room with a hidden unscented candle (67 percent vs. 17 percent).

“The scent of the appetitive stimulus led to reduced happiness with remote gains, which implied that participants in a present-oriented state were less sensitive to future values,” Li explains. “In addition, [this] experiment showed that participants were more likely to satisfy their current and spontaneous desire if they were exposed to the unrelated appetitive stimulus before they made the decision.”

Similarly, my own research has found that a trip to the grocery store while in a hungry state results in a hundred and fifty dollar shopping bill for such extraneous purchases as four varieties of cheese. Next time I find myself in a retail district, I will ensure that I satisfy my gastronomical desires before browsing the coat selection.

Also bringing breakfast to a sales meeting results in higher conversion rates.

I would like to know where those researches got their hands on cookie scented candles.

“This proposal looks in order and your terms seem reasonable…do I smell chocolate chip cookies?”

“Cookies?! Uh, nope – no cookies here.”

Article Link: Aroma Of Chocolate Chip Cookies Prompts Splurging On Expensive Sweaters

(Via boingboing.net.)

 
 
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