The Lasting Impact of Scent Marketing: From Casinos to Retail Stores

By Yagmur Basak Oren

Did you know that one of the earliest and most influential studies on the effects of scent on consumer behavior took place in a Las Vegas casino? 🎰🎲

Conducted by Dr. Alan Hirsch in 1995, this groundbreaking research was one of the first to provide empirical evidence on how ambient aromas can directly influence consumer behavior. The study found that introducing a pleasant scent into a casino resulted in a 45.11% increase in the amount gambled at slot machines—a staggering statistic that laid the foundation for modern scent marketing.

🧠 Why does this happen?
Scents activate the olfactory bulb, which is directly connected to the limbic system—the brain’s center for memory and emotion. This allows brands to use scent strategically to:

📍 Strengthen emotional connections
📍 Enhance brand recall
📍 Influence consumer behavior in subtle but powerful ways

But does scent marketing still hold the same power decades later? Recent research continues to confirm its impact.

💡 2021 Study: The Power of Scent in Retail
A study by Cao & Duong (2021) examined the effects of a vanilla scent in a fashion store and found striking parallels with Hirsch’s findings:

✅ Increased time spent in-store (just like gamblers lingered longer in Hirsch’s study)
✅ Higher spending in scented environments
✅ Stronger customer intention to return

Interestingly, the study also highlighted how different emotional states—pleasure and arousal—affect spending:

📍Customers who felt both happy and excited due to the scent were more likely to make impulse purchases.

📍Pleasure played a stronger role than arousal, suggesting that scent marketing is not just about stimulation but also about creating a comforting, enjoyable experience.

Together, these two studies—spanning over 25 years—demonstrate that scent marketing is not just a trend but a well-established strategy. Whether in casinos, retail, hospitality, or branding, scents continue to shape consumer experiences in profound ways.

Understanding the power of scent marketing isn’t just about adding pleasant aromas—it’s about using the science of human behavior and memory to craft meaningful and memorable brand experiences.

Hirsch, A. R. (1995). Effects of ambient odors on slot‐machine usage in a las vegas casino. Psychology and Marketing, 12(7), 585–594.

Cao Minh, Tri & Dương, Quỳnh Nga. (2021). Effect of Ambient Scents and Behavior Responses of Customer. Revista Argentina De Clinica Psicologia. 3. 133. 10.24205/03276716.2020.4013.