Scent Marketing for Morning, Afternoon, and Evening
It may come as no surprise that your customers’ moods affect their buying behaviors. Not only that, but some surprising factors can affect their moods. For example, did you know that customers tend to be the most satisfied and write the best reviews on warm, sunny days? Conversely, rainy, dreary days can lead to a higher number of grumpy, grouchy, dissatisfied customers. No, a given weather system cannot affect the quality of your products – but it can affect your customers’ moods.
In much the same way, consumers tend to experience different moods at different times of the day, from morning through the afternoon and into the evening. The time of day can affect how your customers feel when they enter your business, speak with your associates, see your products, and even when they leave.
A 2011 Twitter study found that people tend to wake up in a good mood that becomes dampened in the afternoon hours and then lifts again in the evening. Many factors come into play here including sleep, work, and the number of daylight hours. The study found that people are most likely to be alert and express positive feelings such as delight in the morning – and most likely to express negative emotions such as sadness, depression, and frustration during the afternoon. However, when the working hours are done, consumers tend to see an uptick in their moods during the evening hours. It’s not hard to understand why; these mood changes are evidently affected by the typical work schedule as well as the drudgery of the average day.
However, this understanding is not wholly accurate. That’s because this pattern remains consistent even on weekends and even in other countries such as the United Arab Emirates where most people work on Saturdays. That means that there’s more at work here than… work. Even on Saturdays and Sundays, people exhibit a better mood in the morning and at night with a dip in between.
How did the study come to this conclusion? Well, in the morning and at night, people are much more likely to use words such as “awesome,” “agree,” “definitely,” “fantastic,” and “super.” During the afternoon hours, they are more likely to say “cynical,” “afraid,” “fury,” “panic,” “vulnerable,” and “remorse.” Also, people tend to be more positive as the days get longer during the springtime. Of course, this one study is not necessarily representative of the world’s population, but it does provide a general picture of what to expect when it comes to your customers and their moods.
Moods may seem like a rather unsophisticated subject for scientific research – but not when you consider what a significant role they play in purchasing decisions. Attitudes are incredibly present – people do not tend to be great about planning for the future; they are more often persuaded by how they feel right now. Whereas the beginning of a new year, for example, puts people in a forward-thinking frame of mind, moods are more likely to shape a person’s immediate attention span, entertainment choices, and buying behaviors.
First thing in the morning, the day is new and full of promise. Positive moods can help people achieve happiness and success because they make people extremely sensitive to rewards. That means that an agreeable disposition can enhance the benefits of actions such as eating well, working out, and spending time with friends. It can widen people’s focus and help them see the positive in just about anything. In the morning, people tend to be more open to stimuli and more creative. Happiness also affects the types of products a person finds intriguing.
You can take advantage of the naturally elevated moods of your customers in the morning by providing a scent that facilitates alertness and energy. Citrus scents such as orange, lemon, and grapefruit are perfect; so are peppermint, rosemary, and eucalyptus. Our Sunny Citrus blend features notes of mandarin, sparkling lime, vanilla, melon water, and more for a lovely AM kickstart. Also, don’t forget the most irresistible morning scent for many people: coffee!
The afternoon is the time when your customers are most likely to be in a less-than-stellar mood. Negative moods can lead to “doom loops” such as procrastination and depression. They can make the person much more aware of all the downsides related to everything they do – the bitterness, sweat, fatigue, and hard work. However, bad moods do something else: they heighten attention to detail. A bad attitude can make people focus tightly on whatever is in front of them.
Help your moody afternoon customers feel better with a light, happy scent designed to lift the mood. Lavender is calming and can soothe a lousy mood; jasmine and cinnamon are also known to be warming and soothing while supplying a burst of energy and happiness. Floral scents and tropical ocean fragrances also help lift people out of their afternoon slump.
The later hours of the day are when people’s moods tend to rebound. Your customers are finished with work for the day and happy about it. They now have a few hours to themselves, time to relax and do what they want. Even if they have family obligations or tasks they must complete, their moods are naturally better than they were a few hours earlier. Your customers are happy about the here and now; they are calmer and less stressed than they were during the afternoon.
At night, your customers’ moods have rebounded; they feel lighter, happier, and more content. Nighttime is a “now” time; rather than being a time of excitement for the future or happiness about the possibilities that may be, evening moods are about what’s happening right now. Indulge your customers’ impulsive moods with rich, sensual, or spicy scents such as vanilla, bergamot, amber, or black tea. Our Vanilla Bourbon is a dark, tempting fragrance that’s just perfect for after the sun goes down.
There are so many factors to consider when trying to pinpoint your customers’ moods and provide the right ambient scent. The time of day is something you may not have given much thought – but it just might be the missing piece that can help your scent marketing campaign achieve more.