‘People have an evolutionary tendency to avoid potential sources of infection,’ explains Perini. ‘That’s why we don’t eat food that is mouldy or smells bad. We try to do everything we can to avoid pathogens. This makes sense when it comes to food or drink, but our research shows that the same mechanism can also influence whether or not we buy second-hand clothes.’
Scent diffusers
For the study, the psychologists placed several scent diffusers in inconspicuous spots around a second-hand shop. On one day, the diffusers released a citrus scent; on another, the scent of fresh laundry; and on a third day, no scent was used. ‘We found that only the scent of fresh laundry caused people to spend more. It was particularly effective among people who scored relatively high on a scale measuring fear of contamination. So, among precisely the people we expected to be most affected by the scent, we saw the strongest effect.’
Greater perceived value
A laboratory experiment also showed that people exposed to the scent of fresh laundry perceived second-hand clothes as being worth more and as less unhygienic. ‘The scent of fresh laundry therefore reduces people’s perception of potential contamination,’ explains De Groot.
‘I’ve been conducting research on scent in the lab for many years, but it remains fascinating to see how strongly scent can influence people’s behaviour in the real world,’ says De Groot. ‘This is particularly interesting when it comes to behaviours that can be considered more sustainable.’