The Smell of Success

What is the one item on concession stands that (almost) everyone buys when going to see a movie? What do movie theatres, in general, smell like? If you answered, “buttered popcorn,” you’re right. But, why is it that popcorn is the easiest item, and scent, to recall from any movie-going experience? That is no coincidence. That’s scent marketing. Scent marketing is the most provocative way to raise interest in merchandise because the olfactory system is uniquely and intimately connected to the limbic system, where our emotions and motivations are born. The feelings and associations elicited by scents are more immediate...

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