In yet another indication that human olfactory responses can completely bypass our conscious thought process, a study at Florida State University has shown that the natural scent of an ovulating woman can boost the testosterone levels of men exposed to that scent. In research published in Psychological Science, FSU scientists Saul L. Miller and Jon K. Maner showed that humans still process olfactory cues: […]
I applaud companies that employ a signature aroma in their retail locations that is distinctive and immediately evocative of the product or service. In the fast food arena, Burger King’s use of flame broiling puts its olfactory marketing a step ahead of its competitors, who mostly use conventional frying equipment.
Now, Burger King breaks new olfactory marketing ground with Eau de Whopper: […]
In a possible sign that the neuromarketing industry is maturing, two well-regarded firms in the space have announced their merger: Sands Research and Neurons, Inc.
Sands, founded by Dr. Stephen Sands, is best known for their “brain movies” (see 2013 […]
How can you get customers to remember your brand with all this clutter? The surprising answer is through the sense of smell. The sense of smell is the only one of our five senses that is directly connected to the part of the brain that processes emotion, memory and associated learning.
Decisions aren't linear conclusions - they are often a battle of competing interests in the consumer's brain. Marketers need to identify some of these rivals and back a winner with their advertising.
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. […]
Outdoor sign makers are trying hard to stay relevant as the era of targeted mobile advertising approaches, and their latest move is to add scent. In Mooresville, NC, a billboard has been erected that, for parts of the day, emits the smell of grilling steak. […]
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. […]
One of the key factors in the human brain’s ability to change via neuroplasticity is that neurons form interconnections based on simultaneous firing over a period of time. According to Norman Doidge, author of The Brain That Changes Itself, this theory was first proposed by none other than Sigmund Freud, but was articulated in more detail by Canadian psychologist Donald Hebb. Doidge attributes this neat summary to neuroscientist Carla Shatz: Neurons that fire together wire together. […]
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...