Research confirms that the use of aroma marketing increases the level of optimism

A recent study shows that sensory marketing has a significant impact on customer mood. After using aroma and audio marketing, optimism levels significantly increased among 34% of respondents. The aim of the observation was to determine how effective sensory marketing tools are. 4,526 randomly selected individuals were surveyed for:

• mood assessment,
• assessment of optimism related to the stay at the service point,
• general impressions of the visit.

The study was conducted in a Polish service chain in the entertainment category. Respondents were divided into an experimental group (exposed to aroma and audio marketing) and a control group (these sensory marketing tools were not used). 34% of respondents rated their mood as very good. This was influenced by both aroma marketing, which creates a pleasant atmosphere and enhances positive experiences and memory of the place, and audio marketing. The optimism index, or in this case, the level of positive feelings about the services one uses, was 18% . This was true for all age groups. It's worth noting that the highest percentage of satisfied people – 22% – was recorded among the 55+ age group, for both women and men. Every fourth person ( 22% ) indicated that their impressions of the visit were better than usual.