Beyond Hedonics: measuring the emotional power of fragrance

Patricia Wilson, Stephen Warrenburg and Carol Christensen

This paper focuses on emotional states of short duration, on the order of several minutes, and in particular in the subjective, or mood, component of those states.

Beyond Hedonics

Measuring the emotional power of fragrance

Carol Christensen International Flavors and FragrancesStephen Warrenburg International Flavors and FragrancesPatricia Wilson International Flavors and Fragrances

Introduction

What happens when you smell a fragrance or odor? What feelings, images, mental associations, and memories does a scent elicit in the mind of the perceiver? These are questions that consumer research is able to address in a quantifiable manner. Yet, typically, these emotional elements of fragrance...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands