The Philadelphia Inquirer: The Right Scent Can Create Positive Associations and Even Entice Shoppers to Spend More Money

When Matthew Kravitz enters The Carson, his apartment building in Northern Liberties, he associates its distinctive smell with home. The scent is hard to define, but it’s pleasing, something he can’t say about his last apartment.

“It smells like a hotel,” said Kravitz, 25, who moved into The Carson when it opened in May 2023. “When friends visit, the first thing they notice is the pleasant smell.”

There’s a very strong connection between the sense of smell and brain areas involved in emotion, said Pamela Dalton, olfactory scientist at Monell Chemical Senses Center, a research nonprofit in University City.

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