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Article: The Scent of Higher Volume; Merchants play on shoppers' feelings to pry open their purses.
- Article from:
- U.S. News & World Report
- Article date:
- October 29, 2007
- Author:
CopyrightCOPYRIGHT 2007 All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Kimberly Palmer
Think you've just gotta have that new digital camera or silky wrap dress? Well, maybe you don't. Retailers methodically and scientifically train consumers to buy their products even when shoppers don't really want to. Companies have developed a range of strategies, from quickly rotating merchandise to infusing stores with certain scents and sounds, to get customers to spend more than they would otherwise. Fueled in part by a growing mound of research that suggests consumers are responsive to such tactics, more and more retailers are turning to them. Within the past 18 months, "it really got legs in U.S. retail," David Van Epps, chief ...
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