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Posted September 12, 2008
The planet of scent communication? Beam me up Scotty
Scent branding, aroma marketing? It sounds like a review for a new animal planet program or a sci-fi channel mini-series. Or maybe just a nifty new Bath and Body Works advertisement. The last is closest to the truth but it is only a whiff of the potential uses of our sense of smell. Scent is a cutting edge marketing technology being used today to enhance and influence the shopping experience of the modern consumer in every industry from retail to hospitality and beyond. This book is a must read for anyone involved in marketing, advertising, branding, communications or even the geek interested in cutting-edge, out of the box ideas.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted September 10, 2008
An Eye-Opener for Consumers and Sellers
I've always been aware that certain smells seem to trigger unexpected emotional responses, but I didn't have a clue as to just how closely scent and memory are linked in all of us (it turns out that I'm not the only one who gets melancholy over a whiff of Play-Doh), let alone how this phenomenon impacts day-to-day decisions. This book lays out the psychology of scent so seamlessly that you might not realize how much information you're absorbing until the next time you walk into a department store or food court or automobile dealership and it hits you that your sudden impulse to buy that new purse or cinnamon bun or 'new car'-scented convertible wasn't actually impulsive at all, but a conditioned response to a carefully engineered stimulus. The applications and statistics discussed make it clear why 'endorphin branding' might be considered controversial--it's almost too effective a marketing technique to be considered 'fair' by businesses which aren't yet utilizing it.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.