“Should Mary Smell Like Biscuit?”
March 11th, 2010
“The effect odor has on a consumer’s experience of the product is still not yet understood.” Prompting investigators at Delft University of Technology in the Netherlands to set up two experiments in order to clarify the possible influences of odor on consumer goods. Their research took an unusual approach, centring around what they call ‘incongruent odors’ – perhaps simply described as merchandise with ‘the wrong smell’.
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