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This research aims to study the effect of a carefully selected congruent and simple ambient scent in a real-world supermarket setting. Specifically, we study how different levels of scent intensity affect shopper's mood, behavior and evaluations in a space with naturally occurring scents. Using electrostatic aroma diffusers, we apply a carefully selected melon scent at three different intensity levels in a large store of a major supermarket operator. The results show that, in the condition with high scent intensity, the scent has a significant positive effect on shopper’s store evaluations, time spent in store and store level sales. We provide evidence that mood is, as expected, a strong mediator of the effect of scent on positive evaluations. We also find that scent, used as a mood inducer, is especially effective for hurried shoppers. Interestingly, in terms of general mood inducement, we find that shoppers tend to overestimate the …