IE 116 1st Edition Lecture 15Outline of Last Lecture Flowers I. Biology and Pollinationa. Self-Pollinationb. Cross PollinatedII. Types of Pollinationa. Wind Pollinationb. Get outside helpIII. Pollination SyndromeOutline of Current Lecture ScentsI. Human Smelling Biologya. How do we smell?b. 3 characteristicsII. Plant Scent BiologyIII. Scent and memorya. Proustian effectIV. Scent marketinga. Brandingb. 4 major scent marketsc. Pros, cons, and ethics of scent marketingCurrent LectureI. Human smelling biology- Most scientists believe the mammalian genes carry 1/50 genes are devoted to smell.- Warns of danger, bad meat, milk, gas, etc.o Needs only 1/25,000,000,000 milligram per milliliter of air for us to smell it.- Responsible for about 80% of what we taste.o Smell is 10,000 times more sensitive than taste.a. How do we smell?- Olfaction: Sense of smello The detection and perception of chemical molecules.o 7cm up nostril is the Olfactory bulb has lots of little hairs/scillia, which responds to particular chemicals that sends message to Limbic system.- TIED TO MEMORY AND EMOTIONAL BEHAVIORo Limbic system is tied to hippocampus and fornix.o Immediate responseb. 3 characteristics to how we smell1. Must be volatile- Must easily evaporate at normal temperatures.2. Must be (somewhat) water soluble- Molecules must be able to pass through the mucus that coats the inner surface of the nasal cavity and reach the olfactory cells.3. Must be (somewhat) lipid soluble- Olfactory hairs are composed primarily of lipids and the surface of the cells are also lipid based.II. Plant scent biology- Essential oils (the signature scent)o A complex mixture of volatile organic compounds that can EASILY turn into gas and waft through the air.o Contribute to the essence or aroma of some plants.o Component of value for perfumes (and medicines)- Secondary plant metaboliteIII. Scent and Memorya. The Proustian effect- When a particular smell unleashes a flood of memories, bringing you back to a particulartime or place.o Coined by Marcel Prousto One of the first to link smell to memory- A memory game in Yale, where people would learn where certain pairs where, and if they got it right they’d get a nice smell, and over the night they’d get few puffs of said smell, and the rate of memory was significantly higher.V. Scent Marketinga. Branding- Subliminal smells can guide social preferences.- Sight recognizes brand instantly, due to copy, now SCENT brandingo When a person smells product and links that with memory, companies use scentsto create a positive association between consumers and the goods they sell.Bath and body works, Cinnabonb. 4 major scent markets1. Billboard smell- Makes a bold statement – cookies, popcorn in a theatre, fresh baked smell.2. Thematic smell- Compliments a décor and ties in with all the other sensory elements to communicate some sort of “message” – Holiday stores, let's all go to the lobby3. Ambient smell- Fills a void or covers an (often unwanted) odor – air fresheners, urinal cakes, calm hospital goers.4. Signature smell- A created scent- ExamplesHard rock café – billboard or thematicChildren’s museum – ambient, hematicUnique Sony style – signaturec. Pros and cons of scent marketing- Pros- Build value- Influence clientele- Differentiate product- Control- Cons- Overwhelming the senses- Individual association to particular smells- Allergies- Potential ethical implications- Is it right for consumers to be exposed to these scents that might subconsciously manipulate their behavior?o Homeless, allergies, ethically