Share a Scent to Ease Shared Consumption

When Zipcar introduced their collaborative consumption service, they anticipated users embracing the opportunities offered. Zipcar members would carry an access card which unlocked a car they’d reserved. The car’s parked in a convenient location, and the ignition key is inside. Along with the savings of money and hassle, the company expected users to enjoy the feeling of sharing with others.
     Instead, it was feelings of mistrust which were generated. Once the program got rolling, Zipcar members wanted the company to strictly enforce rules about filling the gas tank and returning the car on schedule, but at the same time found that the strict enforcement estranged them from other members. In 2013, Avis Budget Group acquired Zipcar, bringing the policies more toward traditional car rental.
     That was then, this is now. Researchers at HeSam University, Le Mans Université, and Toulouse School of Management propose use of a pleasant, clean scent to ease the tensions associated with shared consumption. In their set of studies, they diffused a fragrance they describe as a “floral musky note” in a shared workspace in a company, a university library, a rail station concourse, and a car which had been used by others in a car sharing service. In each case, users expressed more positive feelings about sharing when in the scented than in the unscented environment.
     The researchers also assessed why this worked. Of the three explanations considered, the only one which was validated was improvement in the consumer’s mood. Neither perceived influence of the scent on the behavior of other users or perceptions that the space with the scent was cleaner accounted for the difference.
     In the car sharing study, the fragrance was diffused using perfumed cards placed on the floor behind the driver’s seat. In other studies, a fragrance dispenser was used. In a retail store where many consumers are sharing the shopping space, another option for dispensing a floral musky note is... flowers. Researchers at Vrije Universiteit Brussel and University of Leuven explored the effects on shoppers of adding in-store vegetation. The strongest difference was in areas that were somewhat crowded with merchandise, had high traffic, or were visually busy. Here, the plants reduced stress for the shoppers. The sense of pleasure reported by the shoppers was more calmness than excitement.
     In using scents, you’ll want to attend to possible allergies and other consumer sensitivities. Keep any fragrance faint, simple, and familiar.

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Plant Advantages with Foliage 

Clean Up on Floors & Dollars with Scents 

Use Fragrances to Pace Shoppers 

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