Aromachology is the study of how scent affects mood, perception and behaviour. The term was introduced in the late 1980s by the fragrance industry’s research foundation to separate scientific study of scent’s psychological effects from the therapeutic claims of aromatherapy. For businesses, it explains why a well-chosen scent can change how customers judge a space and what they do in it, and why a badly chosen one can work against you.
Aromachology is not aromatherapy
Aromatherapy makes health claims for essential oils. Aromachology makes no health claims; it studies measurable effects on how people feel and behave. That distinction matters for any business: scent can be described as fresh, welcoming or calming, not as a treatment for anything.
Why scent affects behaviour
Smell is processed in areas of the brain closely linked to emotion and memory, and it works largely below conscious attention. People often cannot name a background scent, yet it still colours their impression of a space. Our sense of smell also adapts within minutes, which is why ambient scent is noticed on arrival and then fades from awareness.
What the research has found
- Evaluations. Shoppers rated a scented store and its products more positively than an unscented one (Spangenberg, Crowley and Henderson, Journal of Marketing, 1996).
- Congruence. Scent works best when it fits the setting and products (Bosmans, Journal of Marketing, 2006), and when it fits the music (Mattila and Wirtz, Journal of Retailing, 2001).
- Simplicity. A simple scent increased spending compared with a complex one (Herrmann and colleagues, Journal of Retailing, 2013).
- Warmth. Warm scents were linked to shoppers choosing more premium products (Madzharov, Block and Morrin, Journal of Marketing, 2015).
- Cleanliness. A clean-smelling room made participants behave more fairly and generously in experiments (Liljenquist, Zhong and Galinsky, Psychological Science, 2010).
- Memory. Ambient scent improved brand recall (Morrin and Ratneshwar, Journal of Marketing Research, 2003).
These are controlled studies, and effects in a real business depend on the scent, the setting and the level. Measure your own results; our article on scent marketing ROI explains how.
What this means for your business
- Choose for fit, not pleasantness. The best scent is the one that matches your brand and products.
- Keep it simple and low. Overscenting overrides any benefit. See scent intensity.
- Be consistent. Effects on memory depend on the same scent, every visit.
- Avoid health claims. Describe scent in sensory terms.
For how this plays out in hotels, read how scent influences hotel guests; for the complete picture, see our guide to ambient scenting.
Frequently asked questions
What is aromachology?
The study of how scent affects mood, perception and behaviour, without the health claims of aromatherapy.
Does scent really change customer behaviour?
Controlled studies have found effects on evaluations, spending, product choice and memory, especially when the scent fits the setting.
Which scent is best for customers?
The one congruent with your brand, products and space, kept simple and at a low level.
Further reading: Olfaction on Wikipedia.
