Title: Music motivates impulse buyers, not thoughtful shoppers
Headings: Music motivates impulse buyers, not thoughtful shoppers
In Brief
Music motivates impulse buyers, not thoughtful shoppers

Content: The citrus scent may have helped the contemplative shoppers navigate the mall more efficiently, thus increasing their spending, she suggested. Music, on the other hand, generally improves mood rather than cognition, and impulsive shoppers rely on mood to make purchasing decisions, said Morrin. Perhaps the music subconsciously improved impulsive shoppers' moods, which led them to spend more, she said. Marketers may want to assess what type of shoppers they have, and deploy music or scent accordingly, Morrin noted. "If you are selling high-risk items like cars you may want to use scent rather than music," she said. --S. DINGFELDER
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