You will read a short passage, listen to a talk, and answer a question about

Now listen to part of a lecture on this topic in a marketing class.
    OK, so to see how this works, let’s look at the results of an experiment conducted by researchers in a department store. They put a fragrance that had been proved to appeal to women into the air of a women’s clothing department of a large store. Then they put a different fragrance that had been proved to attract men into the air of the men’s clothing department of the store. Well, the results were pretty surprising. Sales almost doubled on the days when these fragrances were used, so there really was a difference. Now, let’s look at another experiment. In this one, two identical pairs of running shoes were each placed in separate rooms. One room was scented with a pleasant fragrance and the other room had no fragrance at all. Then consumers were asked to enter each room and to examine each pair of shoes. Afterward, they were asked to fill out a questionnaire evaluating the shoes. Not only did most consumers prefer the shoes in the fragrant room, but they also thought the pair of shoes in the fragrant room was more expensive; $10 more than the pair of shoes in the room with no fragrance.