Our sense of smell is better than we thought: according to a recent study, it recognises scents much faster than previously assumed – in just 60 milliseconds. That’s almost as fast as the eye perceives colours. The results also show that our brain can process odours extremely efficiently. Scents directly control the limbic system in the brain, which is responsible for emotions.
The saying ‘follow your nose’ could therefore contain more truth than many people realise. Long before we consciously perceive them, we are already unconsciously reacting to certain scents. This explains why we feel comfortable in certain environments or why some people seem pleasant or unpleasant to us. In sales psychology, increasing sales through the targeted use of scents has long been a reality. For example, fashion stores often use fresh, light scents such as citrus or lavender, or in the men’s department of a clothing store, the sales environment is perceived as more coherent when ‘male’ smells such as coffee, wood or rosemary are in the air.
The choice of partner is also strongly influenced by the body odour of the potential partner. The nose can perceive the body’s own scents, the pheromones, which give us information about the immune system of the other person. Humans seem to prefer partners whose immune system differs from their own because this potentially leads to better genetic diversity in the offspring.
Perfumes or artificial fragrances can influence this process and enhance or reduce the natural attraction between people. A study from 2012 suggests that people usually choose perfumes that match their individual body odour. So, keep your eyes open when choosing a perfume, as your perfume may reveal more about you than you think!