Effects of ambient odors on slot‐machine usage in a las vegas casino

Abstract

Studies have shown that ambient aromas impact on consumers' behavior. To further investigate such effects, for one weekend, two slot-machine areas in a Las Vegas casino were odorized, each with a different aroma. A third slot-machine area served as an unodorized control. The amounts of money gambled in slot machines located in the three areas were measured and compared for the weekend of the odorization and for the weekends before and after as well, to control for extraneous variables. Our data show that the amount of money gambled in the slot machines surrounding Odorant No. 1 during the experimental weekend was greater than the amount gambled in the same area during the weekends before and after the experiment by an average of 45.11% ( p = < 0.0001). Further, the amount of the increase appeared greater on Saturday when the concentration of odorant was higher: mean increase on Saturday was 53.42% ( p = < 0.0001) versus mean increase on Sunday of 33.66% ( p = < 0.003).The amounts of money gambled in the slot machines surrounding Odorant No. 2 and in the control area did not change significantly compared to the previous weekend and the weekend following the experiment. The likely mechanism of action of the effective odorant and the implications of these results are discussed. 0

The Use of Scents to Influence Consumers: The Sense of Using Scents to Make Cents

“…In the same study, many of the subjects reported they would pay 10-15% more for the product (Lindstrom and Kotler 2003). In a Las Vegas casino, a pleasant ambient scent in an area of the casino was related to 45% more revenue than comparable non-scented slot machine areas (Hirsh 1995). In another study, a sweet citrus ambient scent nearly doubled the average total purchases in a retail setting, from $55 to $90 per customer.…”

The effect of ambient scent on consumers' perception, emotions and behaviour: A critical review

“…Some articles investigate the impact of scent in terms of products or brands (Bone & Jantrania, 1992;Mitchell, Kahn & Knasko, 1995;Morrin & Ratneshwar, 2000) and some in terms of products and stores (Spangenberg, Crowley & Henderson, 1996;Orth & Bourrain, 2005). Most of the articles focus on the effectiveness of ambient scent in retail store or other store-like environments (Knasko, 1989;Hirsch, 1995;Mattila & Wirtz, 2001; Gueguen & Petr, 2006). Increasingly, publications deal with ambient scent in shopping mall settings (Chebat & Michon, 2003;Michon, Chebat & Turley, 2005).…”

“…In another three studies the whole population was observed over the defined research period (Knasko, 1989;Hirsch, 1995;Gueguen & Petr, 2006). A convenience sampling approach was applied in all the others, such that the results could be affected by sample selection bias and cannot be seen as representative for a wider population.…”

Exploring the Multi-Sensory Based Memorable Tourism Experiences: A Study of Adam&Eve Hotel in Turkey

“…Findings on the olfactory stimuli suggest that pleasing aromas make customers spend more time at the shopping areas and make them feel good (Slatten et al, 2011;Bowie and Buttle, 2009;Hulten et al, 2009;Lindstrom, 2007;Shaw, 2007;Hirsch, 1995).…”