Have you ever bought a product and its smell brought you to childhood?Did you ever buy a cookie that smelled like Grandma?All this is related to what we call olfactory memory, this is the most primary type of memory and has a great connection with our emotions. We are talking about a power that big brands know well and use to motivate us to buy their products.
It is important to note that smell is a chemical system, therefore it is responsible for detecting chemicals that generate aromas in the environment, this treatment is essential for survival because it helps us detect substances that can become dangerous to our lives, such as. Food.
- It is also one of the most effective senses.
- In fact.
- It enters more directly into the brain structures that process your information.
- To complete the odor assimilation process.
- Certain steps must be followed:.
Therefore, the final structures through which information arrives are those that help the development of olfactory memory, with it we can connect smells and memories, favoring the process of evocation and recognition of multiple aspects of our daily life.
As we know, the limbic system is essential to consolidate information related to olfactory memory. This system consists of structures such as the amygdala, the thalamus, the circumvolution of the circle, among others. It is linked to involuntary or instinctive responses, also helps in the processing of emotional information and provides stimuli with this characteristic.
In emotional endowment, the amygdala is the one that occupies the center of the scene, since it is immediately activated by an olfactory perception, which can add emotion to an aroma or awaken memories with it, all of this involves olfactory memory processes, such as consolidating new information or evoking or maintaining it.
This system is one of the oldest in the brain and is responsible for less rational actions, which means that information consolidated in olfactory memory can favor certain decisions without going through the reflection filter.
As we know, what we perceive through smell is not easily filtered rationally, yet it has an impact on the emotional and social aspects, there are several processes that occur in the brain to help consolidate olfactory memory information, including:
This is one of the new marketing approaches. In this document the aroma and olfactory memory are the focus of attention within a company, it is commonly used to promote and market a certain product, with the aim of enhancing or enhancing certain emotions that may motivate consumption.
Therefore, this type of marketing uses one of the senses that most influences the purchase decision, the smell, due to its driving force of action. To achieve their goal, they develop an olfactory logo, through which it will be possible to help fix the memory of a certain brand in memory.
It is important that the logo evokes feelings, values, emotions and memories, in the same way it must be recognizable enough and differentiated from other types of flavors, especially from other brands that are direct competitors, in addition, the more the logo becomes more valuable, the greater its ability to evoke positive memories.
In short, we can understand that olfactory memory, through its channel of direct communication with our decision centers, plays an important role in our lives, this direct communication is known to large companies, who do not hesitate to explore it knowing that it is one. of the options to awaken our hunger for consumption in the face of rational decision-making.