Dr. Moty Amar interviewed in Globes about sensory manipulations that alter consumer spending habits

Many companies use an arsenal of artificial scents to encourage consumers to buy their products. The simplest level is spraying the scent of a new car in an automotive showroom or the smell of leather and talc in a shoe store. Beyond that, the smell of roasting coffee can be introduced in a café or that of freshly baked bread in a supermarket. According to Dr. Amar, an expert on consumer behavior at Ono Academic College, marketers take advantage of all our senses, not only smell, in order to maximize consumers’ purchases. “Why brand smell alone if you can also use color (sense of sight ), sound (hearing), taste and texture (tactile)? From their perspective, none of the senses should be ignored.”