Economics and Smell

     Many have experienced the situation in which a smell triggers an intense memory that was previously forgotten. This is a typical experience that is often referred to as a “Proustian moment”. This event is outward evidence for the idea that there is a deep link between the sense of smell and memory. Furthermore, there is a broader argument that there are links between odor perception and behavior in humans. This idea is demonstrated through the research of Laura K. Shanahan and Jay A. Gottfried, where they prove that there are important research implications in the idea that sleep-born odors can shape the consolidation of emotional and declarative memories. This research eventually leads to Shanahan’s current research where she flipped the idea of smell and perception around to explore the idea that behavior affects the sensory perception of a smell. Though this idea can seem basic in nature, there are extensive research implications that offer many connections to real-world experience. For example, Businesses have consistently sought out ways to harness the concept that smells can trigger memories with good connotations but the use of the idea that behavior directly impacts one’s perception could lead to even more economical benefits. 

Shanahan’s current research deals with the idea that behavior can affect olfactory perception. Specifically the idea that satiation can specifically impact the way people perceive the smell of food. At its basis, this idea makes logical sense but it gives roots to the larger idea that behavior has a direct impact on perception. 

    In accordance with this idea that behavior has a direct impact on perception, inadvertently, businesses have put to use this idea in sales. The current research article titled “How Emotional Interaction Affects Purchase Intention in Social Commerce: The Role of Perceived Usefulness and Product Type”, discusses the idea that behavior and interaction before purchase directly impacts the consumer’s purchases or amount of purchases. This research explicitly states that the consumer purchase decision model was examined and found that if one has an emotional interaction then they are more likely to buy a product. Thus stating that one’s perception of the product is shifted to due an interaction or behavior. This economical concept directly supports the work that Shanahan is currently researching. There is clear evidence that one’s behavior prior to interaction with a stimulus directly affects one’s perception of said stimulus.

    The parallels between this neuroscience research and economic analysis hold great validity for the fact that this research has an abundance of real-life implications. Though at the basis of Shanahan’s research the idea of smell and memory was explored, broader research with a direct impact on the economy was uncovered.