It may seem odd to add scent to products like sewing thread, automobile tires, and tennis balls, as some companies have done. But a new study in the Journal of Consumer Research says scent helps consumers remember product information.
"Product scent may be particularly effective at enhancing memory for product information as a function of its ability to enhance a product's distinctiveness within its surrounding context," write authors Aradhna Krishna (University of Michigan), May Lwin (Nanyang Technological University, Singapore), and Maureen Morrin (Rutgers University).