How sense of smell can give you a business advantage?
25 September
Remember that beautiful smell of moist soil? Or the papers
of your notebook in school and even the scent that your friend wears? Even we
get a slightest hint of these smells, we fall in to the world of memories
instantly. The questions remain…
How does our nose manage to catch the smell?
And how can we save it in mind?
Well, it’s not just the nose alone! The real magic happens
in the brain. First of all, we need to understand the world of smells around
us. They are everywhere. Everything emits certain type of aroma in small or big
quantities. The ones which emit more invisible fragrance particles – can be
detected from further distance because they do not fade away quickly.
You would have noticed how the nose goes blank when you have
flu. The aromatic particles which do not fade away, and successfully make it to
the roof of our nostrils, ultimately trigger a sensation! Which doesn’t happen
when you have flu.
So, here is how the scientific process of smelling
happens!!!
Step 1: When the
fragrance reaches the nose
On the upper part of our nostrils, there are fields of
epithelial tentacles which are home to millions of receptors. When the
fragrance particles reach here, they join with some of the receptors.
Step 2: Receptor
activation and electric signals
The receptors get activated upon contact by the particle and
they do chemical reaction which results in creation of electric signal. Tiny axons
carry those electrical messages to brain across the skull.
Step 3: Collection of
all signals at one place
The electrical signals received from same type of receptors
across the nose are then sent to one region called glomeruli. Other types of
fragrance receptors reach other respective glomeruli.
Step 4: Transmission
of signals to the brain
These signals are then transmitted through long cable like
cells called neurons, to a special region of brain where they are combined with
taste signals. And finally they are perceived as smell sensation.
When a fragrance is perceived, the brain tries to look for history of similar instances to strengthen its impulse and feeling. This way, the new signal and old references create a strong experience filled with aroma, memories and emotions. The brain saves an already known smell along the thread of similar experiences and if the brain comes across a new fragrances, it creates a new thread in which the future experiences would be saved.
Such a complex process takes place before you can actually
make sense of smell. Imagine sniffing the same smell of poop for your entire
life! Imagine how strong its memory would have been by now! That’s why it is
difficult to ignore the smelly poop. Better way is to mask it with a new fragrance
which connects you with relaxing and motivating memories.
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