Olfaction is one of the vulnerable senses of a person, since with the help of odors we express emotions and develop imagination. Aromas are directly related to memory. In a newborn child, the sense of smell is activated first, and only then sight and taste. It is important that odor has a significant impact on decision-making.
It is believed that aroma is a means of storytelling, and the sense of smell, along with other senses, is a communication channel. In this regard, many brands communicate with their target audience using smells. More than a hundred years ago, the first attempts to use aroma marketing in business were made, but the conscious use of perfume as a communication channel is a fairly young phenomenon.
The famous psychiatrist/psychologist Donald Laird, together with a team of neurobiologists, conducted research on his patients back in the 70s of the last century. The 99 acres database essence of the experiments consisted of attempts to recall memories through different sensory channels and analyzing the significance of olfactory experience in people's lives.
Based on the results of his work, he concluded that smells evoke memories in 92% of women and 80% of men, with about 76% of women and 47% of men considering these memories to be vivid and rich.
Factors Affecting Human Perception of Odor
Olfactory experience or memory. The fact is that current perception is formed on the basis of people's past practices. So, if a person encountered something negative in his past life and at that moment felt some aroma, then later it will be unpleasant to him. The same applies to joyful events, that is, smells that were felt in happy moments can cause euphoria in the present. Very often people cannot remember and evaluate where such associations came from.
Expectations or marketing. Consists of imagining the image of a scent based on packaging, advertising, impressions and expectations from the brand.
Individual sensitivity of receptors. Genetic characteristics of a person make him or her more or less susceptible to different smells. Olfactory perception is also affected by testing conditions: mood, well-being, time of year, etc.
Ambivalence of molecules or duality of perception. The same aromatic particles can be part of completely different substances, such as medicines, perfumes, plants, food. Depending on what olfactory experience a person has, the definition of a smell and its evaluation occur differently. Therefore, it is impossible to predict what associations a particular smell will cause in a particular person. For someone it will resemble brine, for others - a dentist's office, a favorite niche aroma, etc. Do not think that this is a deviation, no, it is completely natural.
Scent marketing is a type of sensory marketing that is based on the manipulation of people's emotions and memories through various smells.
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Alexander Kuleshov
Alexander Kuleshov
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