Olfactory marketing has been used for years, and usually the objective is to use appealing scents and create a positive branding message. Not always, though – one politician is conducting a campaign that, well, stinks. Carl Paladino, the Republican nominee for governor of New York State, has sent out a mailing that smells like garbage. […]
Would you prefer a scented pencil? How about a tennis ball? Tires? You might not care, or even prefer to avoid the olfactory assault altogether, but research shows you’ll remember the product better if it has a scent. […]
We know that smells can evoke memories - think Proust's madeleine - but new research shows that first-time scents seem to merit a unique status in our brains. The researchers used fMRI imaging to judge how well people paired scents and objects a week after their first exposure...
It’s no big surprise that our brains can process odors without the intervention of our conscious minds, but a study published earlier this year showed just how sophisticated that process can be. Specifically, brain scans showed that women responded differently when they smelled the sweat of sexually aroused males, even though almost none of the women were consciously able to identify the smell as sweat. […]
Is Scratch ‘n Sniff Starbucks in our future?
No industry focuses as much on olfactory marketing as the coffee business. Starbucks recently dumped its breakfast eggs because their smell didn’t pair well with the coffee aroma. Nestle unit Nespresso has not only modified its home brewing equipment to release more enticing smells, they have even launched a chain of coffee shops after finding that more than half of the coffee drinking experience came from the shop environment (see Sensory Marketing to Jolt Espresso Sales). Now, those clever coffee fanatics at Nestle have found way to analyze the components of coffee aromas that lets them predict how real human noses will respond to those smells. […]