Abstract:

This presentation is as much about the value of memory as the value of a smell. -Does the memory of coffee brewing really cause someone to write Folger's on their shopping list rather than Maxwell House? -Does the memory of the smell of fries cooking lead one person to choose McDonalds, and the memory of the smell of burgers grilling lead another to choose Burger King? Can smell alone determine how much someone is willing to pay for a pair of training shoes? As we shall see, memories related to smell do affect brand loyalty but it is not the only factor at work, and that makes it difficult to pin down its dollar contribution.