Alan Hirsch – The Effects of Odours

Dr. Alan Hirsch, an expert on smell and taste, explains how odor influences human behaviour. Odor is used to manipulate consumers and affect shopping behaviour, he says, and bad odor is even linked to aggression. But why does odor have such a strong impact on human behaviour? Alan suggests it might be because the part of the brain that controls emotion also perceives smell. On top of all that, he’s developed a product that, through the use of odor, aids in weight loss and another that affects perception. But brace yourselves, Alan says, because research into odor has just begun.