La presse populaire a récemment rapporté que les dirigeants des points de vente diffusent des parfums dans leurs magasins pour créer des environnements plus positifs et développer un avantage concurrentiel. Ces efforts ont lieu bien qu'il n'y ait pas de recherche académique supportant l'utilisation de parfum dans les environnements de magasin. Les auteurs présentent d'une part une revue des travaux théoriques importants issus de la psychologie environnementale et de la recherche en olfaction et d'autre part une étude examinant les effets du parfum ambiant dans un environnement de vente simulé. Dans leur étude, les auteurs trouvent une différence entre les évaluations et comportements dans un environnement de magasin parfumé et ceux dans un environnement de magasin non parfumé. Leurs résultats fournissent des directives pour les dirigeants des points de vente au sujet des avantages que procure l'utilisation du parfum dans l'environnement du magasin.
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