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Whiff!: The Revolution of Scent Communication in the Information Age

Average Rating 4.5
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  • Anonymous

    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.

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  • Anonymous

    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.

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