Why does abercrombie smell so good

Only scent, they found, had a significant impact on all three — which makes sense, considering the tight links between what you smell and how you feel. The olfactory bulb, which processes scent, is connected to the amygdala and hippocampus, two parts of the brain that deal with emotion and memory.

To companies, this information is nothing new. Already a subscriber? Log in or link your magazine subscription. You more or less taste it. People coming into that space have not chosen to experience scent. What it means is the scent has to be really good, subtle, the same all the time, very uniform. All of those are significant technical challenges. Like vanilla. Apple pie. Chocolate chip cookies.

Whatever scent you put in has to be livable. You have to smell it all day long. That associative property of smell to memory is particularly powerful, Weening contends, and he points out that science is with him in this regard. Humans have been found to detect 1 trillion different smells , and despite juggling such an unfathomable number of scents, specific smells really can remind us of previous experiences. Scientists speculate this might be because the part of our brain that handles olfactory sensation is located next door to emotion and memory—while vision, sound, and touch are handled elsewhere.

Having said that, Weening has a relatively conservative view about just how far smell can drive consumer behavior. Yet smell does more than create a pleasant experience, Weening concedes later. For some of his clients, smell actually solves very specific problems, or targets consumers in a strategized way. Read These Stories Next:. The holiday vibe is already feeling way more electric this year — perhaps you too are sensing the extra-festive spirit in the chilly air?

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