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Olfaction

Spring 2013

Passing the Smell Test

The act of smelling starts out as chemical detection but often ends up as an emotional trigger

Among all the modern variations on evolution are several hundred shoppers who two years ago wandered into a home decoration store in northern Switzerland. For most of them, it was just another chance to buy some plates or a basket, with the exception of a researcher asking them to fill out a questionnaire at the cash register. But after nearly a month of monitoring customers, researchers noticed that one group of about 100 spent on average significantly more money. The customers told the researchers as much, and receipts … » More …