How do aromas influence consumer behaviour?
Peter Wieser: Scents are everywhere. People can close their eyes to block out images, cover their ears to escape the sound of an advert, or avoid touching certain objects, but the only way to switch off our sense of smell is to stop breathing. As time passes, we are able to remember smells more clearly than the things we see, hear, touch or taste. And that is precisely what we are looking to capture – create a feelgood atmosphere, raise brand awareness and improve perceptions of quality and service specifically through olfactory marketing. Marketing experts really need to actively exploit the potential of branded aromas as the brain processes olfactory information more quickly than anything else, and a human being’s ability to recall specific scents is unparalleled. In short: we are most disposed towards consumption if something smells good or is in a place that smells good.