Using scents to earn more dollars

Assistant Professor of Marketing Jane Wang said there is limited research on the effect of sensory branding on consumer choice but the use of sensory stimulants such as music and fragrance to enhance the environment in which consumers make purchase decisions has a wide appeal. Brand consultant Jorg Dietzel, who lectures at the SMU Lee Kong Chian School of Business, said that sensory stimulants is a serious part of branding, something that businesses in Europe and the US have been using for 10 years, and now catching on in Asia in the last five years.