Advertisers are eager to cash in on the close link between smell, memory and mood. Real estate agents have long used scent marketing as a way of putting clients at ease. Sellers set fresh pie or cookies on countertops to make a house seem comfy and livable. But because there's a limit to how many pies one agent can bake, companies that sell aroma-marketing systems are stepping up. Housing developments, hotels, stores and even car manufacturers are turning to customized scents to help set a mood and maybe even make an impression.
Scent marketing is the latest trick to stand out from the visual and auditory barrage that dominates advertising. These scents, however, are a far cry from the strong smells of incense and patchouli at the bead store. They're subtle and almost imperceptible to the unwitting sniffer. Developers use carefully tuned scents to lure customers into a sense of well-being. Stores that sell shoes or shirts, items ideally not associated with odor, formulate aromas of ivy or crisp linen. Some companies even strive to develop a "brand scent," something that customers will associate with the company as much as a logo.
To learn more about smell and the other senses, sniff out the links below.
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More Great Links
- Anosmia Foundation. http://www.anosmiafoundation.org/index.shtml
- Gordon, Rachel. "Freshly baked ads are toast." San Francisco Chronicle. December 5, 2006. http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2006/12/05/BAGQDMPQB319.DTL
- Herz, Rachel S. "Do scents affect people's moods or work performance?" Scientific American. November 11, 2002. http://www.sciam.com/askexpert_question.cfm?articleID=00034AFF-91FE-1DC9-AF71809EC588EEDF&sc=I100322
- Miller, Tom. “A MATTER OF TASTE; I Was a Middle-Aged Anosmic.” The New York Times. September 22, 2003. http://query.nytimes.com/gst/fullpage.html?res=9C07EFD8133AF931A1575AC0A9659C8B63&sec=&spon=&pagewanted=1
- Minkel, J.R. "Is Sense of Smell Powered by Quantum Vibrations?" Scientific American. December 12, 2006. http://www.sciam.com/article.cfm?articleID=885622AA-E7F2-99DF-3859D89E5980A4B2&sc=I100322
- Mossman, Kaspar. "Ooh, That Smell." Scientific American. September 21, 2005. http://www.sciam.com/article.cfm?articleID=00067444-568B-132F-949983414B7F0000&sc=I100322
- "Our Nobel Laureates." Fred Hutchinson Cancer Research Center. http://www.fhcrc.org/research/nobel/buck/
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- Rockel, Anthony. "The Nose Knows." Medical Post. May 2, 2006. http://proquest.umi.com/pqdweb?did=1036304501&Fmt=3&clientId=30451&RQT=309&VName=PQD
- "Secrets of smell land Nobel Prize." BBC News. October 4, 2004. http://news.bbc.co.uk/2/hi/health/3713134.stm
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- "Sensory Reception, human." Encyclopaedia Britannica Online. http://search.eb.com/eb/article-64853
- Shepherd, Gordon M. "Outline of a Theory of Olfactory Processing and its Relevance to Humans." http://chemse.oxfordjournals.org/cgi/reprint/30/suppl_1/i3.pdf
- Slotnick, Rebecca Sloan. "Science that Stinks." American Scientist. May-June, 2002.
- Steinberger, Mike. "Do You Taste What I Taste?" Slate. June 20, 2007. http://www.slate.com/id/2168762
- Steinberger, Mike. "Am I a Supertaster?" Slate. June 21, 2007. http://www.slate.com/id/2168768/
- Steinberger, Mike. "Do You Want To Be a Supertaster?" June 22, 2007. http://www.slate.com/id/2168868/
- Vitez, Michael. "The Nose Knows." Philadelphia Inquirer. August 16, 2001. http://wf2la2.webfeat.org/
- Vlahos, James. "Scent and Sensibility." The New York Times. September 9, 2007. http://www.nytimes.com/2007/09/09/realestate/keymagazine/909SCENT-txt.html?pagewanted=1&n=Top/News/U.S./U.S.%20States,%20Territories%20and%20Possessions/Nevada&_r=1