Humans feel a scent before they actually determine what they are smelling. A scent passes over the olfactory bulb situated behind the nasal cavity. Once it does so, the amygdala and hippocampus begin processing it. They serve as the memory and emotional centers of the brain. After being processed by these two centers, the scent moves to the cerebral cortex, which is the portion of the brain responsible for reasoning and making associations. As a result of this process, men and women get an immediate emotional reaction to what they are smelling and often don’t understand why.
The Sense of Smell
Men and women who would like to use smells to influence behavior need to recognize the importance of understanding scent science in achieving the desired results. People like or dislike a smell because of learned associations. There’s no pharmacological effect working here. In fact, many people trace their reaction to a smell back to their infancy. Vanilla and breast milk share odorant molecules, which is why many find this scent pleasing. Seventy-five percent of a person’s emotions are affected by their sense of smell and scent science remains based on this. As the human nose can detect over 350,000 scents, anyone choosing to make use of this science needs to understand what smells to use to produce the desired response.
Another thing that makes the sense of smell unique is it remains in use 24 hours a day. It never shuts off. Fortunately, it doesn’t impact a person’s judgment and won’t lead to obsessive behavior. Scientists remain in agreement when it comes to the effectiveness of scents. They work because they validate the intentions a person already has.
Furthermore, the sense of smell amplifies a person’s sense of taste. Men and women discovered during the COVID-19 pandemic that many people lost their senses of taste and smell when they contracted the virus. The senses didn’t always return right away when the other symptoms are resolved. People often cannot taste or smell things when they get a cold. This is due to the nostrils being blocked. In fact, close the nostrils and eat two different foods. The tastes become indistinguishable when a person tries this simple test. This shows the importance of a person’s olfactory system when it comes to food.
The Role of Odor Receptors
The sense of smell, also referred to as olfaction, relies on receiving volatile chemicals from the environment. Each odor comes with a unique molecular shape that works on a specific set of receptors in the human brain. Humans possess more than one thousand odor receptors, which allows them to identify more than 10,000 unique scents. Anyone interested in benefitting from scent marketing must determine the right scent needed to create the specific reaction. Scent branding becomes of benefit in another way. It can work to engrain a pleasing smell into a consumer’s brain with the help of the individual’s emotional center.
Essential and Aroma Oils
Essential oils provide physical and physiological benefits for humans. These oils come from the essence of plants and provide the health and cleansing products of the plant from which they come. They help to eliminate unpleasant odors rather than simply masking them. In addition, when humans inhale the micro-mist, the oils boost the immune system.
Studies show essential oils help fight and eliminate viruses, molds, and bacteria in the air. In fact, many British hospitals diffuse pine oil in their burn units to halt the spread of infection, a concern with patients who have sustained this type of injury. Using essential oils to improve human health isn’t new. People have been incorporating the oils into cough medicines for years, and in ancient times, people used them to treat a variety of ailments. The oils provide the senses with a treat, revitalize the air, and capture nature’s essence.
Scent Marketing and More
Scientists have known of the connection between scent and a person’s feeling of enjoyment associated with that scent for more than two decades. Research has shown a pleasurable scent in the air can validate the intentions of a person, increase productivity in the workplace, and improve a person’s health. A diffuser makes it easy to instill the air with the desired scent.
A good example of this involves a study conducted in the 1990s. Researchers released the scent of baked bread in an American supermarket. Consumers responded to the scent by purchasing more baked goods. In fact, bakery sales increased threefold. Retailers benefit greatly from the use of scent marketing. Jewelers likewise found their customers would spend more time browsing when the air was filled with a pleasant scent. Nevertheless, the key to successfully using scent in a business setting lies in knowing which scent will produce the desired results.
Medical professionals and scientists want to know more about the link between various aromas and the effect on certain medical conditions. Alzheimer’s Disease is one area scientists in Japan have been examining when it comes to using essential oils as part of a treatment plan. However, they aren’t the only ones who want more information on how essential oils can be used to improve a person’s life in some way. Researchers in Australia have been looking into the use of scent to diagnose brain disorders such as Alzheimer’s and obsessive-compulsive disorder along with other medical conditions.
Employers should consider diffusing lavender in the break room, as studies show doing so prevents work performance from deteriorating. On the other hand, casinos find gambling revenue increases when the air is filled with a pleasant aroma. The scent enhances a patron’s mood and intention. However, it doesn’t affect the gambler’s judgment or lead to obsessive behavior when it comes to this activity.
Choosing a Scent
Businesses must know which scent to use to achieve the desired results. However, this serves as only part of the equation. Heat diffusion can negatively affect the natural properties of essential and aroma oils. For this reason, it’s best to use a cold air diffuser. Doing so ensures visitors receive a consistent scent regardless of when they visit. With the right scent and the proper diffusion technique, a business can see outstanding results in very little time.
Learn more about scent science today. Businesses that do so find the time they invest is of great worth. The return on investment they see greatly outweighs the investment they made.
