Current LectureThe Human Angle1 out of every 50 genes inhuman genome devoted to smellSense of smell is responsible for about 80% of what we taste.Sense of smell is 10,000 times more sensitive than sense of taste.How do we smell?Olfaction = sense of smellDetection and perception of chemical moleculesThree physical characteristics of things we can smell:It must be volatileIt must easily evaporate at normal temperatures and atmospheric pressuresIt must be (somewhat) water solubleMolecules of the substance must pass through the mucus that coats the inner surface of the nasal cavity and reach the olfactory bulb/cellsIt must be (somewhat) lipid soluble:Olfactory hairs are composed primarily of lipids and the surface of the olfactory cells are also lipid containingThe Plant AngleEssential Oils (A Plants Signature Scent)A complex mixture of volatile organic compounds that can easily turn into a gas and waft through the airContribute to the essence or aroma of some plantsComponent of value for perfumes (and medicines)Secondary Plant metabolite- compound that occurs in plants but is not required for its direct survivalScent and MemoryThe Proustian EffectWhen a particular smell unleashes a flood of memories bring you back to a particular time or placeCoined by Marcel ProustOne of the first to link smell to memoryScent MarketingScent BrandingWhen a person smells a new odor or fragrance they link it to an event person place or momentCompanies are using certain scents to create a positive association between consumers and the goods they sellFour sent marketsBillboard smellMake a bold statementWants to draw attention to a specific product they are sellingEx: popcorn at the theaterThematic smellCompliments a décor and ties in with all the other sensory elements (vision/sound/taste) to communicate some sort of “message”Ex: smell of coconut in the swim suit department, Holiday scentAmbient smellMost commonly usedFills a void or covers an (often unwanted) odorScent pumped in a gymSignature smellExclusive smell developed for a productWhat are the pro’s of scent marketing?Build value in whatever your item isInfluence clienteleSpend more time in an area  increase spendingDifferentiate product/ niche marketingControlWhat are the con’s of scent marketing?Overwhelming the sensesIndividual association to a particular smell (negative association)AllergiesPotential ethical implicationsIs it right for consumers to be exposed to these scents that might subconsciously manipulate their behavior?Scent Delivery SystemsMechanical DeliveryBattery operated bathroom air freshenersSophisticatedAGRI 116 1nd Edition Lecture 13 Outline of Last Lecture I. Flower anatomy- pollination biology and pollination syndromesII. Economics of cut flowers III. International production and fair trade flowersOutline of Current Lecture II. “Smelling” Biology a. The human angleb. The plant angleIII. Scent and Memorya. Proustian effectb. Scent marketing Current Lecture The Human Angle 1 out of every 50 genes inhuman genome devoted to smell Sense of smell is responsible for about 80% of what we taste. Sense of smell is 10,000 times more sensitive than sense of taste. How do we smell? Olfaction = sense of smell- Detection and perception of chemical molecules Three physical characteristics of things we can smell:- It must be volatileo It must easily evaporate at normal temperatures and atmospheric pressures- It must be (somewhat) water solubleo Molecules of the substance must pass through the mucus that coats the inner surface of the nasal cavity and reach the olfactory bulb/cells- It must be (somewhat) lipid soluble:o Olfactory hairs are composed primarily of lipids and the surface of the olfactory cells are also lipid containingThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. The Plant Angle Essential Oils (A Plants Signature Scent)- A complex mixture of volatile organic compounds that can easily turn into a gas and waft through the air- Contribute to the essence or aroma of some plants- Component of value for perfumes (and medicines) Secondary Plant metabolite- compound that occurs in plants but is not required for its direct survival Scent and Memory The Proustian Effect When a particular smell unleashes a flood of memories bring you back to a particular time or place- Coined by Marcel Proust- One of the first to link smell to memory Scent Marketing Scent Branding- When a person smells a new odor or fragrance they link it to an event person place or moment- Companies are using certain scents to create a positive association between consumers and the goods they sell Four sent markets Billboard smell- Make a bold statement- Wants to draw attention to a specific product they are sellingo Ex: popcorn at the theater Thematic smell- Compliments a décor and ties in with all the other sensory elements (vision/sound/taste) to communicate some sort of “message”o Ex: smell of coconut in the swim suit department, Holiday scent Ambient smell- Most commonly used- Fills a void or covers an (often unwanted) odoro Scent pumped in a gym Signature smell- Exclusive smell developed for a productPro’s and Con’s of scent marketing What are the pro’s of scent marketing?- Build value in whatever your item is- Influence clienteleo Spend more time in an area  increase spending - Differentiate product/ niche marketing- Control What are the con’s of scent marketing?- Overwhelming the senses- Individual association to a particular smell (negative association)- Allergies Potential ethical implications- Is it right for consumers to be exposed to these scents that might subconsciously manipulate their behavior? Scent Delivery Systems Mechanical Delivery- Battery operated bathroom air fresheners-