# Air Quality as a Key Factor in the Aromatisation of Stores: A Systematic Literature Review
## 3 Results and Discussion
### The Smell in the Stores
A field study with 201 participants showed that a chocolate scent positively influenced the general approach behaviour and negatively influenced the goal-directed behaviour in a bookstore [58]. Another study examined whether diffusing pleasant scents could overcome consumers' negative responses to a messy store. They investigated the effect of pleasant scents (un)related to neatness on consumer evaluations of a tidy versus a messy store. An experiment with 198 respondents revealed that a pleasant scent not associated with neatness functions as a positively valanced prime, causing consumers to evaluate the products in the tidy store more positively than the products in the messy store. Additionally, when diffused in a messy store, a pleasant ambient scent has a negative effect on consumers' product evaluations because of the mismatch between the pleasant scent and the unpleasant messy layout. However, this negative effect can be cancelled out by diffusing a pleasant scent that is associated with neatness [59]. One of the latest articles on olfactory marketing was published by Spanish authors in 2020 [60]. The aim of their work was to get answers about the influence of smell on the evaluation and behaviour of museum consumers. Three rooms in two different floors of the museum were filled with scents. They used a cloth scent for the historical dressing room, the scent of apple pie for the kitchen and the scent of aftershave for the barber shop. For five days, they tested the suitable concentrations. The authors described the experiment in detail, including the selection of concentrations, a questionnaire and the scale. The museum was visited by 3960 people during the study, and the authors received 234 observations. The obtained results were statistically processed with the help of MANCOVA and showed that the scents had a direct effect on the perception of the environment and on the individual evaluations. The people who visited the museum and its rooms with scents evaluated the museum more positively [60]. This study [60] was also valuable because the literary overview of the subject was very well-presented (a total of 100 links). The individual sections were devoted to the olfaction of marketing and perception, marketing and evaluation and marketing in relation to gender. Out of 100 references, one part was devoted to the functioning of the senses,especially smell and another part to marketing, and of the works published after the year 2000, about 40 were directly devoted to the relationship between odour and consumer emotions in shops [60]. Concerning shops, the studies focused on medical facilities (dentists and hospitals), booksstores, malls, cafes, museums, fashion stores, etc. A particularly interesting article was printed in 2020 [61]. The authors introduced a new device for measuring odours that can be used also for marketing studies. qPODs (Portable Olfactive Devices, Curion) are novel olfactory delivery systems that allow the sampling of a wide variety of stimulus types. Participants evaluate odours by opening a port at the top of the qPOD and sampling a controlled air stream. Thirty-one participants in this study smelled and evaluated the pleasantness and intensity of citral, citronellol, geraniol, PEA, nonalactone and vanillin delivered via qPODs and by traditional sniff jars. The hedonic and emotional responses were compared. Their emotional reactions to the odours were captured with the PANAS (Positive and Negative Affect Schedule) at the beginning of each testing session and then again after exposure to each odour. They also completed the newly developed Mood Signature Questionnaire, which asks participants to assign a mood to each odour rather than reporting how it makes them feel.