1. No Sense For Scents Autumn, Raya, Laura

2. Mission To determine if scents deemed “expensive” can heighten the sense of quality of goods/services.

3. Examples

4. Dollars & Scents Dollars & Scents: From Clothes to Cars to Banks, Brands Seek Distinction Through Fragrance: How Marketers Are Selling With a Signature Sensory Experience Industries Retail, hospitality, auto dealers and financial services Looking at scent to better define their brands Smell is the only sense directly connected to the brain's limbic system Houses emotions and memories Study in 2013 by the Global Journal of Commerce and Management Perspective “Ambient scent has the strongest impact to enhance consumer behavior in terms of emotion, evaluation, willingness to return to a store and purchase intention” From Advertising Age

5. Air Aroma ●Happy customers linger longer ●The nose is believed to affect 75% of our daily emotions ●Fragrances can have a beneficial effect on irritation, stress, depression, apathy, and can further enhance the positive factors like happiness, sensuality, relaxation, and stimulation. ○Stephen Warrenburg (IFF) Gary E. Schwartz (Yale University) ●Lavender during work breaks has been found to prevent the deterioration of work performance ○Sakamoto, et al, 2006 Oxford Journals | Life Sciences & Medicine | Chemical Senses

6. Hypothesis Experimental: Participants will value the “rich” scent, and be able to differentiate the expensive perfume from the medium and cheap perfumes Controlled: Participants will value the option that is higher in value and agree with costs for other options

7. Experimental Design Research was set up to see if there was a difference between experimental and controlled participants on price and quality. * Age * Price * Perception * Rating * Purchase * Amount usually spent * Brand Loyalty * Perception of Self Image

8. The Scents… Option A $83.95 “La vie est belle”, a French expression meaning “Life is beautiful”;. The fragrance of joyful femininity and happiness. The fragrance that makes life more beautiful. La vie est belle, the first ever iris gourmand. The juice is made with the most precious natural ingredients, a modern interpretation of an oriental fragrance with a twist of gourmand. It entwines the elegance of iris with the strength of Patchouli and the sweetness of a gourmand blend; for an incredible scent with depth and complexity.

9. The Scents... Option B Top Notes: Asian Pear, Fuji Apple, Ume Plum Mid Notes: Japanese Cherry Blossom, Butterfly Lily, Kyoto Rose, Mimosa Petals Dry Notes: Vanilla Rice, Imperial Amber, Silk Musk, Cinnamon Incense, Himalayan Cedarwood, Creamy Sandalwood $14.00

10. The Scents... Option C $11.08 $6.09+$4.99 Product Description: Experience the perfect autumn day where the crisp air is scented with juicy pears & cashmere woods.

11. Methodology Controlled: Informed on price range of each perfume Participant smells each scent Determine emotions, person description, and analysis of each scent Do they agree/disagree with pricing? What is their favorite? Why? Experimental: Participants smell each scent Rate the order of perfumes from lowest-middle-highest price Why did they rate the scents the way they did? What is their favorite? Why?

12. Experimental Research Option B Highest Price, Option A is Favorite ParticipantAgeGenderLow-Mid-HighFavorite 157FemaleC-A-BA 233FemaleC-A-BA 339/40FemaleA-C-BC 421FemaleC-A-BA 522MaleA-C-BB 619MaleC-B-AA 719FemaleA-B-CA 820FemaleB-C-AA 921MaleC-A-BA 1021MaleB-A-CC

13. Responses Option A I immediately think of jewelry Lightest scent “Lady that likes to smell nice.” “Smells promiscuous” Option B “Musk smells more expensive” It seems fancy, like something a Stepford wife would wear. “Smells cheap” “Smells relaxing and calm” Option C Strong smelling They all smell like something a grandma would wear “Smells expensive” “Smells fresh”

14. Experimental Totals Option A Average Rating: 6.9 Average Cost: 37.3 Would you purchase? Yes:6 No:3 Maybe:1 Option B Average Rating: 5.5 Average Cost: 31.25 Would you purchase? Yes:1 No:8 Maybe:1 Option C Average Rating: 5.25 Average Cost: 29.33 Would you purchase? Yes:2 No:7 Maybe:1

15. Controlled Research ParticipantAgeGenderFavoriteAgree/Disagree with Prices 125FemaleBDisagree 227FemaleCNeutral 322MaleCAgree 431FemaleAB & A Similar 523MaleBDisagree Option B & C are favorites

16. Controlled Responses Option A Smells like Play-doh A high schooler would wear this Trying to get kids hooked on perfume. Rarer Good & light smelling Slightly overpowering Fake freshness Option B Flowery smell, unlike Grandma or Hollister (other two scents) Guys cologne Young adult would wear. Lighter Smells like clothes out of the dryer Reminds me of outside at grandma’s house. Option C My girlfriend wears it, so based on my experience it is my favorite. A girl in her 20’s would wear this perfume Old lady perfume Heavy & smells cheap Least favorite.

17. Results Disgusted? Delighted? Everyone has unique sensory experiences High price is rooted in “rich” or “musky” smells Majority of experimental individuals favorited the REAL expensive scent Controlled group favorited the cheapest options Or

18. Researchers Reactions Autumn ●Experimental participants subconsciously favorited the expensive brand, while the controlled participants favored the cheapest. Laura ●Shocked by how different each reaction was. Going into the project I was expecting people to pick out the expensive perfume right away, instead it was rated the cheapest on almost every experiment I conducted. Raya I was surprised by the different reactions from the participants, I was expecting them to be more accurate about pricing and most of them were off. However It did show in the research that the cost averages were still in order from A being most expensive and C being cheapest.

19. Marketing Takeaway ●The price of scents is rooted in “richness” or “deeper” smells ●Each person represents a different brand personality towards scent ●Smell is categorized by demographics ●Brand loyalty exists in certain markets ●Bargain shoppers will most likely go with the budget perfume just solely based on cost Sensory Marketing Can Directly Influence Consumer Behavior

20. Hypothesis Conclusion Uncontrolled: Everyone's perception is so different we determined that we could NOT prove our hypothesis “that consumers can differentiate expensive, medium and cheap perfume.” Controlled: We could NOT prove our hypothesis that people would choose the expensive perfume because of cost and not smell

21. Research Conclusion Experimental Subconsciously favorited the expensive brand Priced the Japanese Cherry Blossom (Option B) as expensive Controlled Favorited the cheapest scent Scents fade, brand loyalty exists, personal ego could come into play.

22. Sources http://adage.com/article/cmo-strategy/smell-money-marketers-sell- scent/296084/ http://www.air-aroma.com/scent-marketing

23. Questions?