Female: Fresh baked bread, chocolate chips cookies and a freshly moan grass. For surely, one of these things reminds you a pleasant memory and more importantly a pleasant smell. Hi, I’m Rebecca Bratin and welcome to watch mojo.com and today we’re looking at the connection between scent and spending.
What effect does scent have on humans?
Female: So if you ask the average person, you know how do think scent impacts you in a store, in a shopping mall. They think, I must change your mood. But actually most of the research suggest, it doesn’t change your mood but it can make you spend more money. It can make you linger longer and it can impact how positively you evaluate the products or the store your in.
Female: How important is one sense of smell to our everyday life?
Female: most people under estimate the importance of scent.
Female: People who loose their sense of smell actually are going to depression and they you know describe the world as being kind of dull and lifeless. They loose much of their sense of taste because much of what we taste is actually a function of what we’re smelling.
Female: So a lot of things that would take for granted in terms of presence of smell. If it's taken away from us, then we suddenly notice it and it makes a lot less pleasurable.
Female: Can we talk about scent and memory?
Female: Scent is very capable of enhancing our memory for associated things after a time delay.
Female: What kind of questions does the study of scent bring out?
Female: Sometimes there’s this concern that marketers out there manipulating us by pumping in scent and stuff and there is the potential for that because in a lot of my studies, what I find is the vast majority of the participants and my studies never remember having been exposed to a scent. So and yet, I find effects. There was a concern from like a consumer protection point of view.
Female: Can you explain to us the idea of scent marketing?
Female: More and more retailers are trying the use of ambiance scent, which means pumping in an odor that’s not attached to one particular thing. It's just in the atmosphere. I think this is becoming a more popular marketing tactic or a way to enhance people with experience you know in the space.
Female: And where might we be seeing it eventually?
Female: it's probably in more spaces than you know now. in fact that, I would encourage consumers to like be conscious of their environment and try to notice whether they think something is being introduced in the atmosphere to make them more relax.
Female: What should we expect in the future from the scent marketing?
Female: going forward, we need to be conscious of people who don’t like scent. They might have a physical reaction to it and so we need to be really sensitive to the possibility of you know doing no harm.
Female: Thank you very much.
Female: Welcome.
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