On Christmas in buying malls, sellers usage aromamarketing, influence consumer behaviour so that they buy more "This is simply a tool that marketers deliberately control emotions and decisions, utilizing mechanisms rooted in the oldest parts of the brain", observes Dr Agnieszka Mroczek from the Faculty of Biology at the University of Warsaw.
During the vacation period, the scale of these activities is increasing significantly. aromamarketing - a strategy that uses smells to form consumer behaviour and build brand image. Although it has been gaining importance for years, most customers do not even realize its existence.
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The odor causes reactions highly quickly, due to the fact that it is the only sense that has direct access to the brain structures liable for emotions and memory. Therefore, it may, if utilized appropriately, easy to control our behaviour in the store - This is Dr. Tinker.
Aromatherapy - on Christmas, sellers frequently go for tricks with smells
In buying spaces - from shops to hotels to restaurants - knowingly sprays specially selected fragrance compositions. Their task is to induce affirmative emotions, revive pleasant memories and make an atmosphere that favors impulsive purchases.
At Christmas, the aromas are selected to be as closely associated as possible with gifts, home warmth and Christmas magic. These reactions are liable for the limbic strategy in our brain, where memory traces associated with smells are stored.
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- The olfactory signals, unlike the stimuli received by another senses, bypass first control in the hill and enter straight into the limbic system, which is the areas of the brain liable for emotions and memory. Therefore, the reaction to the odor is highly fast and frequently takes place outside full awareness - explains the researcher.
Food, cosmetics, candles - smells control our behaviour in stores
In Poland, especially before Christmas, producers of food, cosmetics, candles and store owners scope for classical notes: vanilla, cinnamon, carnations or needles. These smells are intended to make in customers associations with home warmth, joy with gifts and taste of conventional dishes.
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The trade manufacture uses the fact that acquainted odor straight affects the level of neurotransmitters in our brain. Cortisol levels (stress hormone) are reduced and serotonin and dopamine levels increase - substances liable for good temper and sense of pleasure. In this way, biochemical paths that change our mood, strengthen our sense of safety and - most importantly for retailers - influence method of making purchasing decisions.
- The associations and feelings thus created have a very strong impact on purchasing decisions, so that they can increase our spending by up to a fewer twelve percent - This is Dr. Tinker.
Protection from aromatmarketing. The more tired, the more vulnerable
The situation becomes even more complex erstwhile The odor works below the consciousness threshold. any shops spray their mixtures so that they are felt by the limbic system, but not by higher brain structures. It means that customers don't feel anything, but they inactive respond emotionally, and their purchase decisions are shaped.
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Protection from aromamarketing can be a psychophysical condition - The more we get tired, the little the higher the brain structures work, and the stronger the oldest ones, liable for emotions. Therefore, our decisions become more impulsive - Dr. Mroczek explained.
The solution can be to avoid buying malls and fixed shops. - I know if I odor a beautiful candle standing there at the cash register, I'll consider it something that'll make my life better. But this emotion, not rational evaluation of the product - concludes Dr. Tinker.
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