According to the study by Mattila and Wirtz, putting scent and sound aspects of servicescapes at odds with each other actually enhances consumer impulse purchasing.

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The study by Mattila and Wirtz found that congruence between scent and sound aspects of servicescapes actually enhances consumer satisfaction and can influence purchasing behavior positively, rather than putting them at odds.

According to the Study by Mattila and Wirtz, Putting Scent