Just follow your nose?
The best way to a person’s heart is through their stomach. But you need to go for the nose to appeal to their emotions, along with experiences, feelings and associations. Joint Nobel Prize winners for Medicine or Physiology L. Buck and R. Axel proved that the olfactory system elicits the strongest emotional response, and that specific scents evoke reactions 100 times stronger than those triggered by other sensory inputs. Simply taking in a certain smell can catapult us back in time to another moment – in an instant. Whether it’s the fragrance worn by our first love. Or the endless lavender fields of that last vacation in France. Or the aroma of grandma’s apple pie which still gets our tummies rumbling to this day. It’s a phenomenon referred to in science as the Proust effect. Whatever you want to call it, scents unleash something. They trigger emotions and associations. And used carefully, their power can be harnessed by retail et al for commercial gain.