75% of our emotions are generated by what we smell. The olfactory sense is one of the most influential in human memory making. The human body has over 400 odor receptors, they are proteins that react to different smells and send signals to our brain provoking emotions and feelings.
The sense of smell is part of the limbic system. The limbic system comprises a set of structures within the brain that play a major role in controlling mood, memory, behavior, and emotion.
It is the primitive part of the brain because these same structures were present within the brains of the very first mammals.
In addition to being the sense most closely linked to memory, the smell is an emotive sense. The perfume industry is built around this connection; perfumers develop fragrances to convey vast emotions and feelings.
Numerous studies link these emotions to consumer habits; this is why aromarketing is a very important addition to your brand's marketing strategy. It is well known that we remember as much as 35% of the things we smell, as opposed to the 5% we remember of the things we see.
The sell intent behind aromarketing is not blunt, therefore people respond better to it than to a direct sales pitch. Brands are aware of this science and use it to improve their sales.
A clothing brand realized that men don't like spending much time in places that smell "girly" so they sprayed small amounts of their signature men's perfume at their stores to attract them.
At Disneyworld there are diffusers all over the theme parks, according to the section there is an aroma designed to increase food consumption by stimulating the appetite.
Starbucks forbids smoking in their establishments and signs state clearly that they want to protect the coffee smell, this creates a wonderful experience for their customers.
Given that our sense of smell plays an important part in our psychological make-up, in addition to it being one of the five ways in which we connect with the world around us, its absence can have a profound impact.
The condition in which smell is lost is called anosmia and the people who suffer from it refer to a feeling of isolation and difficulty experiencing emotions, for which having a relationship can be hard. They are also prone to depression.
A very difficult trait of anosmia is that only the patient knows about it, they're otherwise normal people, this makes it an invisible and difficult ailment.
This science helps brands to control our emotions to better their profits.
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