Aromatherapy is an art that has been around for over 6,000 years. Since ancient times, many people have studied the smells of essential oils and understood that they can affect our emotional and even physical state. But at that time, there was little understanding of the mechanism of the effects of aromas on our bodies. Only in the 21st century have scientists managed to solve this mystery.
Proust’s phenomenon
Many literary works consider situations when odors helped to awaken memories, find criminals, and so on. In his work “In Search of Lost Time,” Marcel Proust describes in detail the phenomenon of elusive time. According to him, odors can restore memories. Researchers have capitalized on this finding and called it the “Proust phenomenon.” Many of us have encountered it.
The ability to recognize smells is embedded in many animals. Humans are no exception, as the sense of smell allows us to survive. But in our case, it is not as noticeable as it is in animals. Most of the information we receive is through sight and hearing, and the sense of smell is only 2%. But all of our senses are interconnected.
How do odors affect the brain?
In 2004, American biologists Linda Buck and Richard Axel won the Nobel Prize for their research into the mechanism of odor recognition. They described a series of genes that code for our olfactory receptors. Because of this, we can distinguish between more than a few tens of thousands of odors. Receptors located in the nose in contact with molecules of certain aromas send signals to the limbic system. This part of the brain is responsible for our emotions. Therefore, odors can influence our mood, help us fight stress, and more.
Already in 2004, marketers took notice of this and started using pleasant scents in stores. Such smells motivate us to make more purchases. Even separate areas of aroma marketing appeared. Alan Hirsch conducted many experiments that allowed him to learn more about the influence of fragrances on people. Branded perfume compositions began to emerge. Now, they are used in stores, airports, hotels, casinos, and bars. Of course, the bar has something to attract customers. For example, hang a TV on the wall and arrange a sports broadcast. For instance, today, boxing, MMA, and cricket are very popular. Often, viewers not only watch but also make bets using downloadable bookmakers’ apps. To find a suitable application, they usually use site ipl betting apps net, which ranks top among similar resources. Hours-long cricket matches are an excuse to sit in the bar for longer. The right flavor can increase the number of visitors who order during this time.
Our lives are thus connected to scents, which can sometimes be used to manipulate human behavior.
