Aroma Nudges: Exploring the Effects on Shopping Behavior in a Supermarket

Yugo Nakamura, Yuki Matsuda, Shinya Misaki, Keiichi Yasumoto

Research output: Contribution to journalConference articlepeer-review


Due to the pandemic of COVID-19, product sampling at supermarkets has been restricted, and the disposal of unsold vegetables and other perishable foods has become a problem. To explore alternatives to product sampling, this study focuses on the “aroma” generated during product sampling and explores the effect of aroma nudges on purchasing behavior. Specifically, we focused on the scenario of promoting the purchase of Yamato-maru eggplant, a traditional vegetable of Nara Prefecture in Japan. We conducted an experiment in a supermarket for two months, from June to July of 2021, the season of the Yamato-maru eggplant. We compared the number of visits to the sales booth, the time spent in the booth, and the sales volume under four conditions: (1) no presentation, (2) presentation of paper media, (3) presentation of the paper and video media, and (4) presentation of a paper, video, and olfactory media. The experiment results suggest that the inclusion of aroma nudges has a positive potential to attract consumer interest and positively influence their purchasing decisions.

Original languageEnglish
JournalCEUR Workshop Proceedings
Publication statusPublished - 2022
Event17th International Conference on Persuasive Technology Adjunct, PERSUASIVE-ADJ 2022 - Virtual, Doha, Qatar
Duration: Mar 29 2022Mar 31 2022

All Science Journal Classification (ASJC) codes

  • Computer Science(all)


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