The perfume of the world: consumption of brand experiences by the sense of smell

Abstract

This work focuses on the analysis of the relationship between consumption of experiences and the human sense of smell. Our main objective is to map what has been produced about this relationship from different disciplines. Only recently the human and social sciences, in general, and marketing and advertising, in particular, have been showing interest in smell. Hence we bring this discussion, with an exploratory research, following the major theoretical formulations and complementing it with case examples of points of purchase, more specifically.