At Pacific Standard, Joel Smith writes about studies in which researchers set up camp at retail stores to see which scents had what kinds of subliminal behavioral effects on the buying habits of shoppers. “One was a simple orange scent; the other was a more complex blend of orange, basil and green tea,” Smith writes. “In 18 days of testing, they found that those who made purchases at the store while it smelled simply of orange spent about 20 percent more. And not only 20 percent more than in unscented conditions, but 20 percent more than in the presence of the more complex scent.”