Olfactory experience or memory. The fact is that current perception is formed on the basis of people's past practices. So, if a person encountered something negative in his past life and at that moment felt some aroma, then later it will be unpleasant to him. The same applies to joyful events, that is, smells that were felt in happy moments can cause euphoria in the present. Very often people cannot remember and evaluate where such associations came from.
Expectations or marketing. Consists of imagining the image of a scent based on packaging, advertising, impressions and expectations from the brand.
Individual sensitivity of receptors. Genetic characteristics of a person make him or her more or less susceptible to different smells. Olfactory perception is also affected by testing conditions: mood, well-being, time of year, etc.
Ambivalence of molecules poland email list or duality of perception. The same aromatic particles can be part of completely different substances, such as medicines, perfumes, plants, food. Depending on what olfactory experience a person has, the definition of a smell and its evaluation occur differently. Therefore, it is impossible to predict what associations a particular smell will cause in a particular person. For someone it will resemble brine, for others - a dentist's office, a favorite niche aroma, etc. Do not think that this is a deviation, no, it is completely natural.
Scent marketing is a type of sensory marketing that is based on the manipulation of people's emotions and memories through various smells.
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Types of aroma marketing
According to statistics, most large companies strive to develop and use their own corporate style in the field of aromas, which will distinguish them from competitors. It is necessary to remember that in the process of developing such a style, national characteristics of people, seasonality, fashion trends, and the way of social life should be taken into account. Therefore, the development and development of aroma style is a continuous process. The service sector widely uses aromatechnologies in its activities. The main practical areas of their application include:
Aromatization
This refers to the selection of a specific scent for a particular enterprise, building, premises, office, product/service in accordance with consumer preferences, as well as the purpose and specific features of the facility.
Aroma cleaning
Consists in neutralizing odors. For example, in St. Petersburg, most hotels located in the historical parts of the city were built in the 18th or 19th centuries, so they are characterized by such shortcomings as outdated communications, unpleasant odors, subsidence of load-bearing structures, etc. All this must be eliminated, neutralized or corrected.