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The sense of smell is processed by the olfactory system, which is directly connected to the brain’s limbic system.
This part of the brain is responsible for emotions, memories, and arousal. Fright or Flight
Scents have a unique ability to evoke memories more effectively than other senses.
Smells can elicit immediate emotional reactions, such as relaxation, excitement, or nostalgia, without conscious thought.
Specific scents can influence mood, with some fragrances known to reduce stress (e.g., lavender) or boost energy (e.g., citrus).
By using pleasant scents, brands can create positive emotional associations, leading to a more favourable perception of the brand.
Pleasant scents can encourage customers to stay longer in a store or space, increasing the likelihood of purchases.
Scent can subtly influence purchasing behaviour by enhancing the shopping experience, making consumers more inclined to buy.
Scent operates on a subconscious level, it can guide customer behaviour without them even realising it, making it a powerful tool in marketing.
A unique, consistent scent associated with a brand can enhance brand recognition and creating customer loyalty.
By triggering positive emotions and memories, scent can deepen the emotional bond between customers and the brand, leading to repeat business.
A signature scent can make a brand more memorable, helping it stand out in a crowded market and ensuring that customers think of the brand whenever they encounter the fragrance.
Our sense of smell is the most powerful of the five senses—it’s true. Numerous studies in scent marketing highlight its significant impact across various business environments.
Acknowledgement: In the spirit of reconciliation, BrandScent acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
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