the most enigmatic of the #senses that changes our unconscious more deeply. We do not even know exactly how it works. It is the sense of smell: a piece of the brain projected in the outside world, a way to “proximal and distal” that is, that helps us to perceive the world both from far (the smell of a fire at a distance), both from inside the body (its taste).

In comparison to the structure of the eye, the nose is relatively simple: a carpet of receptors that bind to the external molecules and send the corresponding signal to the brain. But the mysteries are already beginning here: how to make molecules with a similar odor to produce entirely different structure, and very different molecules to have almost the same effect?

Some even thought that the operation of the receptors of the nose to imply some kind of quantum mechanism; is the hypothesis of Luca Turin, according to which the same molecules come into vibration within the receptor, in order to place in communication the two parts of the “sensor” and snap the signal of an odor. This would also explain how to make slight changes to the structure to totally change the final result. Too bad, though very striking, the hypothesis we are still experimental confirmations.

GOOD AND BAD. So why a particular scent attracts us or rejects us? “There is a database of words that describe the smells (Atlas of Odor Character Profiles),” says Alfredo Fontanini, a professor in the Department of Neurobiology and Behavior at Stony ¬Brook university in the state of New York “One of his analysis shows the importance of olfaction the “hedonic” value. ” The smells and scents that can be good or bad: a fact that has no parallel in the view … the green, for example, is neither good nor bad. But the sewage smell is disgusting and that of freshly baked delicious bread. The fact that we give an emotional value to odors suggests that they are deeply connected to our survival.
Noah Sobel, Israeli researcher, claims that the value of the olfactory molecules is linked to the history of our species: “For example, all molecules that signal rotten fruit – so as to prevent – harm to our nose the same message, regardless of their structure. Instead those who announce “food” or “sex”, damage to the brain the same positive signal “concludes Fontanini. It is not a matter of individual molecules, but of deep history of our species, which over millions of years of evolution has classified the odorous molecules and uses what he has learned; Simply, the nose separates what is food or other pleasant aspects of what is dangerous. And some smells that belong to the same category appear similar.

The aromas trigger memories or desires that are able to influence so subliminal humans.
Here are the effects of some odors registered in the US consumers,
in an investigation of the Scent Marketing Institute.
In other countries the results may be very different.


Talc -> It feels nostalgic and protected

Mint, lemon -> Sharpen the attencion

Lavanda, vanilla, chamomile -> It feels relax

The deep and often unconscious effects of odors on our behavior are also exploited by marketers. On many occasions we notice the presence of strong odors only if we pay attention: the next time you go into a hotel, in a store, in a shopping center, close your eyes and smell. You may feel a slight scent of jasmine, lemon or lavender. Each of these flavors change our mood making us more available for purchase, so much so that she was born a called scent marketing discipline (of smell marketing). Which it has its own rules and its tricks: a smell should recall places or suitable acquisition opportunities, reassure or active depending on the product for sale. In general, it must make to feel “at home” the consumer, so that it withholds longer.

And the industry of perfumes and flavors is one of the TOP areas in research: “The substances used by the industry to be extremely volatile, so hit very quickly the nasal mucosa” says Fabrizio Filippini, secretary of the Group and aromas fragrances Federchimica. “To get them, however, always it starts from natural substances extracted or reproduced by the industry.”





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