OLFACTORY BRANDING

Question 1

Odor Awareness Scale

Answer 1

POSITIVELY associated with engagement in olfactory related activities and memory of smells

Question 2

Two pathways to smell:

Answer 2

 Ortho nasal: through the nose, for outside stimuli
 Retronasal: Through the mouth, for stimuli inside the mouth.

Question 3

Olfactory area in the brain has strong neural links

Answer 3

amygdala (emotion)  evaluation, and hippocampus (learning)  memory

Question 4

Ambient Scent

Answer 4

× Decrease perceived time in stores
× Improves perception of products and assortment
× Increase sales
× Increase return visits to the store

Question 5

Brand signature scent

Answer 5

adds memorability to the brand and connection on an emotional level.

Question 6

product scent

Answer 6

scented products tend to be liked and remembered. primary function of product or secondary attribute of product

Question 7

scent congruence

Answer 7

scent and sound should be congruent to increase evaluation of store and merchandise.  increase evaluation of a product, and can also direct attention to the congruent objects we see.

Question 8

Ambient scent & memory:

Answer 8

the olfactory bulb is directly connected to the brain structures required for learning and memory  ambient scent improves memory of a brand.

Question 9

limits of scent in marketing

Answer 9

offline, expensive, difficult to implement at product level

Question 10

Imagined Scent!!!

Answer 10

Imagined Scents increase liking: by using images that directly evoke a certain scent

Question 11

taste

Answer 11

5 basic tastes  sweet, sour, salty, bitter, umami (meat/fish taste). Papillae vary across individuals, some have many and some have few, but generally they die more and more as we age. Of all senses, taste is the most multisensory, and is also strongly associated with smell. Is however associated with many other things like colour, texture, temperature, package, shape etc