Question

Research studies have shown that a fragrance/scent in a store can have an effect on how much time and money consumers spend shopping. Studies also indicate that women prefer a vanilla scent, while men prefer something less sweet. If such is the case (and fragrance in a store environment is found to influence buying behavior), what explanation can be given for why a menswear store might, nonetheless, consider using a vanilla scent? Most customers might not even be aware of the store's fragrance, so any fragrance the store uses should be acceptable to consumers. The store might be targeting someone other than the product "user." The store might have had no other option; it most likely ran out of the male-preferred scent. Exposure to the vanilla scent is expected to have a delayed effect on men's shopping behaviors. The store was attempting to get men to prefer a new, more feminine scent, with the hopes it would change their buying behavior.

          Research studies have shown that a fragrance/scent in a store can have an effect on how much time and money
consumers spend shopping. Studies also indicate that women prefer a vanilla scent, while men prefer something
less sweet. If such is the case (and fragrance in a store environment is found to influence buying behavior), what
explanation can be given for why a menswear store might, nonetheless, consider using a vanilla scent?
Most customers might not even be aware of the store's fragrance, so any fragrance the store uses should be acceptable to
consumers.
The store might be targeting someone other than the product "user."
The store might have had no other option; it most likely ran out of the male-preferred scent.
Exposure to the vanilla scent is expected to have a delayed effect on men's shopping behaviors.
The store was attempting to get men to prefer a new, more feminine scent, with the hopes it would change their buying
behavior.

Research studies have shown that a fragrance/scent in a store can have an effect on how much time and money
consumers spend shopping. Studies also indicate that women prefer a vanilla scent, while men prefer something
less sweet. If such is the case (and fragrance in a store environment is found to influence buying behavior), what
explanation can be given for why a menswear store might, nonetheless, consider using a vanilla scent?
Most customers might not even be aware of the store's fragrance, so any fragrance the store uses should be acceptable to
consumers.
The store might be targeting someone other than the product "user."
The store might have had no other option; it most likely ran out of the male-preferred scent.
Exposure to the vanilla scent is expected to have a delayed effect on men's shopping behaviors.
The store was attempting to get men to prefer a new, more feminine scent, with the hopes it would change their buying
behavior.

Added by Raymond R.

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