The topic of the discussion is to decide whether they have to use the new technology to attract customers or not.

Mall Owner: We have a lot of money invested in the physical facilities of the mall, and it is important for both the mall’s image and its profits that all of the space for retail store in the mail be occupied by high-quality stores doing a healthy business. We are very interested in the idea of pumping in smells to stimulate spending, but it involves expensive new technology. I would like the store-owners to help contribute to the cost. We realize that there have been mixed reactions to the proposal. We have culled today’s meeting with the hope of bringing the different groups to consensus on whether or not to try this new technology. We are fair and open-minded. Our job today is to make sure that people stick to the point. After we have heard ail the arguments, we should allow ten minutes for general discussion and then take a vote.
    Board Member # 1: We run a small, family-owned traditional men’s clothing store. Business has been slow because of the economy, and we feel we are losing out to larger department stores that can discount clothing prices heavily. Although the mall is a relatively new location for our store, the business has been in the family for four generations, and I want to keep the business going. I feel strongly that small, family-owned businesses can offer a level of personal service that the larger retail store cannot. I am in favor of pumping in pleasant aromas to encourage buying because I see it as the only way to remain competitive with the larger stores at other malls. I feel it is no different from any other kind of marketing and that it is just a matter of time before everyone is using it as a marketing tool.
    Board Member #2: I have invested my life savings in a fancy cookware store. Although the merchandise I carry is of excellent quality and has sold well in the previous years, for the past l8 months sales have been down, and I am worried about losing the store. I am not sure how I feel about having the smells pumped in. I have mixed feelings about the idea, but I would do almost anything to increase sales.
    Board Member #3: I own a health-food store with a juice bar, and in addition to my regular customers, I get an overflow of thirsty shoppers from the other stores in the mall. Although I believe in using smells for their therapeutic value (aroma therapy), I have serious doubts about putting chemicals into the air as well as concerns about the ethics of using smells to put people in a mood to spend money.
    Employee Representative: A poll taken of employees’ opinions regarding the proposals showed the following result: 42 percent of the employees working in the mall are in favor of adding smells; 37 percent of the employees are against the proposals; and 21 percent have no opinion. Those who are against the proposals feel uneasy about the prospect of working daily in a scented environment, when the potential long term effects are unknown. There is also some suspicion that it could he a first step to introducing smells that have controlling effects on employees. Several employees have also raised concerns that some people might be allergic to the smells.
    Local City Council Representative: We realize that a healthy business community in our town means more economic benefits for the town. Because of cutbacks in federal and state spending, our town has not gotten as much aid as in previous years and has had to cut back on many city services, including after school and summer programs for children and services for the poor and the elderly. I am a practical person and see higher spending at the mall stores as ultimately benefiting the town. I see no harm and many potential benefits in adding smells to the mall. I am in favor of the proposal.