Research summary · Field experiments · 2013
Do simple scents sell more? Field studies of scent complexity and retail sales
In four studies, including one in a working Swiss store, a simple orange scent increased what customers actually spent, while a more complex blend of orange, basil and green tea had no such effect. The authors explain the result through processing fluency: a simpler scent is easier for the brain to process.
Reviewed by Simon Faure-Field · 7 October 2026 · Based on the published abstract
At a glance
Key findings
- 400+customers observed over 18 weekdays in a store in Switzerland, according to Washington State University’s announcement of the study.
- 4studies, combining field research in a store with follow-up experiments.
- Orangeon its own lifted actual spending; the orange, basil and green tea blend did not.
The study
Citation and study details
Citation: Herrmann, A., Zidansek, M., Sprott, D. E., & Spangenberg, E. R. (2013). The power of simplicity: Processing fluency and the effects of olfactory cues on retail sales. Journal of Retailing, 89(1), 30–43.
Read the abstract: University of Lausanne publication record
- Study typeField and follow-up experimentsPeer-reviewed, four studies
- Sample400+ store customersPlus follow-up studies
- SettingA retail store in SwitzerlandActual spending measured
- Evidence gradeA: direct field evidenceActual sales outcome
Method
What the researchers did
The researchers compared a simple scent with a complex one in a real store, measuring what customers actually spent.
Most scent research measures attitudes and intentions rather than real purchases. This team, from the University of St. Gallen in Switzerland and Washington State University in the United States, set out to test the effect of scent on actual sales and to explain why some scents work when others do not.
Their explanation is processing fluency: the ease with which the brain processes a stimulus. A scent with a single, recognisable character should be easier to process than a blend of several notes. The researchers developed two scents: a simple orange scent and a more complex orange-basil scent blended with green tea. According to Washington State University’s announcement, they observed more than 400 customers over 18 weekdays in a store in Switzerland, using till receipts and in-store interviews. Follow-up studies were run at the university.
Results
What they found
The simple scent increased actual spending. The complex scent did not.
Across four studies, the complexity of the scent shaped how people responded to it.
The simple scent made information easier to process and increased the amount customers actually spent. The more complex scent had no such effect.
The researchers interpret this as processing fluency: an easily processed scent leaves shoppers more mental capacity for the task at hand.
Limitations
Limitations
One store, one pair of scents, and this summary is based on the abstract.
The field results come from a single retailer in Switzerland and compare one simple scent with one complex scent. A different simple scent, or a more carefully balanced blend, might perform differently.
This summary is based on the published abstract and the university’s announcement of the study. We have not yet reviewed the full paper, so effect sizes are not reported here.
A note on the evidence
How strong is this evidence?
Supported by the wider evidence.
The finding fits the 2020 meta-analysis of 64 studies, which found that single-aroma scents produced stronger effects than blends. Together they make “keep it simple” one of the better-supported practical guidelines in scent research.
For commercial spaces
What it means for commercial spaces
Simpler is often better. A scent with one clear character, such as citrus, is likely to do more for the customer experience than an elaborate composition, even if the blend smells more luxurious on its own. Complex signature fragrances can still play a role in brand identity, but businesses choosing a scent mainly to improve how customers respond should favour clarity over complexity.
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How to cite this summary
Scent Swirl. (2026). Summary of Herrmann et al. (2013), The power of simplicity: Processing fluency and the effects of olfactory cues on retail sales. Scent Research Library. https://scentswirl.com/research/herrmann-2013-simple-scent-retail-sales/ (last reviewed 7 October 2026 by Simon Faure-Field).
This summary is based on the published abstract and the other sources named on this page. We have not yet reviewed the full paper. If you spot an error or know of a study we should add, we would like to hear from you.
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