Subjects were exposed to familiar and unfamiliar brand names in either consumer behavior, especially when compared with the amount of research devoted to other senses, such as vision and hearing a pleasantly scented or unscented environment. A computer recorded how much time they took to evaluate each brand. After a distracter task, their (Cohen and Chakravarti, 1990; Gilbert and Greenberg, 1992). The field of environmental psychology has examined humans' memory for the brand names was tested with recall and recognition measures. The results indicate that the presence of a pleasant ambient physiological responses to other types of ambient stimuli, such as noise, light, temperature, and pollution (Bonnes and Secchiscent improved brand evaluations, especially for unfamiliar brands. Neither mood nor arousal appeared to mediate this process. The pleasant aroli, 1995), but comparatively little attention has been devoted to scent. Moreover, the bulk of work in this area has ambient scent also improved recall for unfamiliar, but not familiar, brand names. Analysis indicated that this process was mediated by attention, investigated the impact of environmental stimuli in contexts such as hospitals, housing projects, and various types of instithat is, the amount of time spent evaluating brand names. Recognition was not affected significantly by scent. Implications, limitations, and areas tutions, rather than in environments of primary interest to marketers, such as retail stores.