# Air Quality as a Key Factor in the Aromatisation of Stores: A Systematic Literature Review
## 3 Results and Discussion
### The Smell in the Stores
All of the mentioned studies observed that pleasant smells can help improve behaviour and the willingness to help. [52; 53; 54]. For a majority of these authors, this effect could be explained by mood. Pleasant ambient odours could have activated a positive mood, which, in turn, led the participants to respond more favourably. The activation of a positive effect linked to the presence of a pleasant odour has been confirmed by mood measurements. Daily associations with smells, such as the smell of fresh bread from a bakery on the way to bus station in the morning and the smell of breweries and cigarettes from pubs on the way back home after work, enrich our experiences and make us know better the places we live [52]. Recently, new works have been published. In 2019, [PERSON] assessed consumer behaviours in real trade. The conclusions of his work showed that the most important factor is the intensity of the scent. Only above the thresholds did they affect the behaviours of the customer. For one thing, he was willing to spend more time in the store, and some unscheduled purchasing behaviour also applied [55]. [PERSON] also discussed the papers of other authors [55]. He summarised that the studies were usually conducted in diverse settings, such as laboratories, malls, clothing stores and clubs, and used different reasonings for selecting a specific scent. Scents such as lemon, orange, grapefruit, bergamot, basil, tea, lemon, chocolate, vanilla, cinnamon, seawater, peppermint, ginger, food-based launder, rosemary, liquorice, coffee and, additionally, some aromas such as faint mint, flora and wood were all studied [54]. The authors from Monash University in Australia [56] looked at the possibility of better competitiveness through the application of music in conjunction with fragrance. Through experimental testing in a fashion store, it turned out that young people can be influenced and that it is necessary to choose the right level of music and fragrance. In their case, vanilla was chosen [56]. Authors from Switzerland published a paper about perceptions induced by coffee. Coffee is one of the most popular beverages in the world. People like to spend time in cafes. The smell of coffee is mostly associated with breakfast, relaxation and sitting with friends. The aroma of coffee is often observed in studies, because it belongs to typical aromas. The aim of the Swiss scientists was to study not only the hedonic motivation but, also, the so-called functional motivation. They looked at the impact of both the motivations on customer responses, as well as performances in terms of satisfying other senses [57]. Another very nice smell for people is chocolate. The scent of chocolate, for instance, can evoke pleasure and arousal for most consumers. The aroma of chocolate, compared to the smells of other foods, changes the activity in the human central nervous system, and the scent of chocolate can also reduce consumers' attention, perhaps implying that, during their shopping trip, consumers evolve from shopping for a specific product to enjoying the whole shopping experience [58]. Belgium authors combined these findings with the prediction of the Stimulus-Organism-Response paradigm and assumed that the scent of chocolate would lead to approach behaviour. They selected a chocolate scent to be diffused in the store. A first pre-test was conducted to verify the affective and arousing quality of the chocolate scent used in the study. Twenty participants (10 men and 10 women) were asked to sniff the scent (which was put on a cotton-tipped stick in a dark glass bottle) and to evaluate its pleasantness and its level of arousal on a 7-point semantic differential scale (i.e., unpleasant/pleasant and unaroused/aroused). Before the other experiment, the chocolate scent was dispersed in the bookstore at different levels of intensity and for several durations. Forty-eight customers replied to two questions: Did you notice something special in the store atmosphere? Now that we have mentioned the presence of a scent, do you detect the scent?