April 4, 2013 by karamcaulay
The power of emotion incites action. Does it? How? According to John Medina, a developmental molecular biologist, emotions affect motivations. He says, “Because smells stimulate areas in the brain responsible for creating emotions as well as memories, a number of business people have asked:”
Can smell, which can affect motivation, also affect sales?
- emitting the scent of chocolate from a vending machine drove sales up 60%
- a waffle-cone-smell emitter increased ice cream sales by 50% – now termed an “aroma billboard”
- smell of vanilla in the women’s department – sales doubled
Hold on a minute! What about digital marketing? Smell doesn’t transmit through cyber space! But we’ve got five senses to contend with – sight, smell, taste, touch and hearing. Perhaps visuals can conjure up taste and smell? Are visuals that powerful? Can you smell that smell, the smell that’s around you? No? I tried. Maybe one day there’ll be a ctrl alt and sniff function!