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The smell of fresh baked bread. The smell of chocolate chip cookies. Coffee. Chocolate. Turkey. Roast beef. Bacon. Apple pie. Cinnamon. Vanilla. Aftershave. Pheromones. Baby powder. These are smells that, for most people anyway, evoke a positive emotional response. Hospital antiseptic, gasoline, burning rubber, sewers, sweat are all smells that usually evoke a negative emotional response.
It is because of these responses that scents are even used to help sell products. That is why grocery stores may put out hot meal samples at strategic time throughout the day. They know at what times people will be hungry and will be drawn to the smell of something cooking. One of the ways of staging a house for a showing is to boil some vanilla or sprinkle some cinnamon in a hot oven so people coming to see your house are greeted by a comforting, relaxing smell.
Why all the focus on smell?
What’s in the Nose?
The scent receptors in the nose connect directly with the limbic system and the hippocampus section of the brain, associated with emotions and learning by association, respectively. Certain smells are relaxing because we were introduced to the smell through a pleasant experience. All future encounters and emotional responses with this particular scent will be positive or negative depending upon the emotionality of the situations in which we have grown accustomed to experiencing the scent.
The following “Did you know” list is adapted from www.air-aroma.com:
- The sense of smell works 24 hours a day and is the only human sense that cannot be switched off.
- The human sense of smell affects 75 percent of daily emotions
- The human nose is believed to be able to detect up to 350,000 chemicals.
- Scenting does not impact judgment, but simply creates a mood which validates the behavioral intentions of the smeller.
- Smell amplifies the sense of taste, which is why food tastes different when your nose is stuffed up.
Smelling the Mood
Market researchers and consultants have long-recognized this emotional connection with scent.