75% of emotions are generated by smell.

Scent as selling tool

Studies show that the targeted complex aromas predispose positively purchasing decisions:

84% of people were more likely to buy [shoes], or liked them more, when in a scented room. In the same study, many of the subjects reported they would pay 10-15% more for the product.
PHILIP KOTLER & Lindstrom Martin, “Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound”, New York, NY: Simon and Schuster, 2005

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The olfactory system is directly connected to the limbic system of the brain, which controls emotions and behavior, whilst it plays an important part in processes of memory and cognition.

The Nobel Prize in Physiology or Medicine 2004 was awarded jointly to Richard Axel and Linda B. Buck for their research about “odorant receptors and the organization of the olfactory system”.

75% of emotions are generated by smell.

Bell. S., & Bell, C.P., «Future Sense: Defining Brands through Scent», The Journal of Marketing Society 38, Autumn, 2007