Studies show that pleasant ambient scent — when used in retail stores — is associated with longer customer “dwell time,” more positive in‑store behavior (like product choice), and greater intention to revisit.

A systematic review of real‑world retail studies concluded that ambient fragrance tends to improve emotional state, increase purchase intention, and boost the likelihood of return visits.

While evidence is promising, researchers note that effects vary depending on scent type, intensity, and whether scent matches the store context.

Studies show that exposure to pleasant ambient scents can improve mood, increase positive emotions, and reduce stress. Across multiple peer-reviewed experiments, natural or floral aromas led to a 30–45% boost in emotional well-being compared with unscented environments. This effect is seen across settings—from homes and workplaces to retail and hospitality spaces—demonstrating that scent is a powerful tool for enhancing overall emotional experience.

A controlled study published in Journal of Business Research found that pleasant ambient scent significantly improved people’s ability to recall and recognize unfamiliar brands.

Research in environmental psychology and scent‑marketing reviews reports that ambient fragrance can enhance brand recall, emotional connection, and consumer evaluation of a brand or store environment.