Consider Jeremy Caplan’s Time article (October 16, 2006, pp.66-67; see also Harvard Business Review, March 2015.),

Consider Jeremy Caplan’s Time article (October 16, 2006, pp.66-67; see also Harvard Business Review, March 2015.),

“Secrets and Sensibility.” American consumers spend annually $8.3 billion on air fresheners, candles, and scented plug-ins. As a result of this consumption, stores, hotels, casinos, and museums have been interested in research that demonstrates how smells affect consumer behavior. In his book, Brand Sense, Martin Lindstrom argues that, although most commercial messages are aimed at consumer’s eyes, many of the emotion-triggering moments people remember are prompted by smell. A new company, ScentAir, creates fragrances for companies such as Sony and Westin Hotels for costs between $5000 and $25,000. What psychological process is affected by such aromas? Is this interest in aromas likely to spread to various marketers? Which marketers?

Course: Consumer behavior