Have you ever walked past a Bakers Delight store and felt the immediate impact of the smell of baking? Most of us have had this experience along with the resulting pull to go into the store and make a purchase – no matter how unhealthy. Even though we know that the cake we are about […]

Have you ever walked past a Bakers Delight store and felt the immediate impact of the smell of baking? Most of us have had this experience along with the resulting pull to go into the store and make a purchase – no matter how unhealthy. Even though we know that the cake we are about to purchase will stack on the kilos, the smell’s appeal is too strong. This example highlights the potential to influence consumers by creating a sensory connection and memory. Rational thinking is overridden by an emotional response caused by a highly appealing smell. In this case – arguably, the smell of baking will have a more significant impact on consumer behaviour than the investment in-store signage and other forms of promotion. While marketing campaigns overwhelmingly focus on sight and hearing, these are just two of the five emotions that can be addressed or leveraged to influence…