2. The sense of smell

Abstract

Nowadays, consumer is more sensitive and it is really appreciable seen in daily purchasing decisions. People do not remember what they saw or heard; it is only a feeling what remained in them. Smell is an important aspect of survival for humans, shown in the fact that people take prompt action after an odour stimulus. It also plays an important role in sexual selection, emotional responses, and forming preferences for food and drink. Smell is more likely to evoke emotion and memory than the other senses. There are around 1000 types of receptor cells in the nasal cavity, and people can distinguish around 20,000 different smells; thus, the ratio smells to receptor is ~20:1. It is scientifically proven that the information that is perceived by smell, affects directly and immediately the consumers' decision. In the last years, many researches have shown that sensory marketing has intensive impact on total sale of goods or services and on company' profits too. Sensory marketing is one of the marketing trends, thanks to it, it is possible to stimulate customer to purchase products and to stimulate employees to have higher activity too. The meaning of aroma marketing is increased by the fact that 75% of emotions are generated because of the smell and the human brain remembers 35% of what is felt. This chapter is a summary of how the smell sense works through odour perception and its impact on consumer emotions and purchase decision. Smell and memory are close terms and their relationship is explained. Either in a laboratory or in real conditions, air quality has to be respected and adapted for research and for spending time in each store. The final subchapter describes the historical background of aroma marketing, its practical examples, and its importance on the market, including multisensory experience in connection to scent marketing.

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