Mattila and Wirtz conducted research in 2001 on the combination between scent and music in a store environment. By creating congruence of both stimuli, several remarkable findings were documented.
When an ambient scent and music are congruent with respect to their triggering qualities, consumers clearly evaluate the environment in a more positive way. In addition, in this case, enhanced approach behaviour and impulsive buying behaviours are displayed. One also experiences an increase in satisfaction compared to when the environmental signals do not match.
Diffusing a less exciting scent (in this research: lavender), combined with low tempo music, leads to better evaluations than the combination of the same smell with more exciting music. Playing music with a high tempo (strong excitement) in combination with the scent of grapefruit (exciting smell) has a stronger effect on approach behaviour than the combination with a lavender scent.
To give an example of a potential application: playing music with a slow tempo (e.g. classical music) combined with a relaxing scent could slow down visitors of bookstores and make them browse the books in a more relaxed way. Another example could be a sports event, where the organizers diffuse exciting aromas in combination with high tempo music in the rest and seating areas.
We can therefore conclude that scent and music styles should be congruent in a store.
Mattila, A.S. and Wirtz, J., (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of Retailing, 77, 273–289