ScienceDaily (May 17, 2011) — Since the smoking ban in restaurants, bars and nightclubs, customers are more aware of unpleasant smells, such as body odors and the smell of old beer, that used to be masked by cigarette smoke. Now science is looking at how the introduction of pleasant ambient scents that hide unwanted odors might enhance the nightlife experience. According to Dr. Hendrik Schifferstein from Delft University of Technology in the Netherlands, and his colleagues, carefully selected fragrances can enhance dancing activity, improve the overall perception of the evening, and improve how nightclub goers rate the music as well as their mood.
I remember when they started controlling the smells in the supermarkets to make you hungry and so buy more stuff spontaneously. Well now that we've lost the smell of stale tobacco from nightclubs they're going to do the same thing there so we buy more drinks.
In another cool experiment some Dutch researchers used 'environmental fragrancing ' in a nightclub and firstly observed how much people were dancing and then asked how much they were enjoying themselves. Surprise surprise, the nicer the place smelt the more people enjoyed themselves and the more they danced!
"The three scents tested were orange, seawater, and peppermint. These scents were shown to enhance dancing activity and to improve the evaluation of the evening, the evaluation of the music, and the mood of the visitors over no added scent. However, no significant differences were found between the three scents."
What I love about this one is the fact these Dutch researchers came up with a study which meant they had to go out to nightclubs, watch girls dance and then have a great excuse to go up and chat with them. "Oh I'm actually here doing some research". Got to love those Dutch.
Read their paper in full here: