How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 363

experience. Here we'll talk about three different sets of anchors: smells,
music, and symbols. There are other elements (sights and taste) that can
be used as anchors, but these three anchors are the most powerful stimuli
in evoking memories in our minds.
Smells: The Aroma of Persuasion
Our sense of smell is so powerful that it can quickly trigger associations
with memories and emotions. Our olfactory system is a primitive sense
that is wired directly to the center of our brain. By four to six weeks,
infants can tell the difference between their own mother's scent and that of
a stranger.[3]
Almost everyone has experienced situations in which a smell evoked a
nostalgic (or not so nostalgic) memory. Think of the smells that take you
back to your childhood. For some it is the smell of fresh baked bread, of
freshly cut grass, or of the neighborhood swimming pool, etc. You can go
back fifty years in a matter of seconds with the sense of smell.
Fragrances, aromas, and odors trigger memories, feelings, and attitudes in
our minds. Smell can enhance or reinforce desired responses as well as
positive and negative moods. There are multiple examples of this.
Supermarkets with bakeries fill the air with the warm aroma of breads and
coffee. Some children's stores send baby powder through the air ducts.
When you walk through the mall, the food merchants will make sure you
smell their cookies, cinnamon rolls, and Chinese food. Real estate agents
are famous for having homeowners bake bread before they have interested
buyers tour the house. Large amusement parks will pipe in certain scents
at certain times of the day to trigger responses and get immediate reaction.
The use of smell in these instances is an attempt to link the seller's
products and services with a positive attitude, thereby inducing the
shopper to buy. In the same way, you can link positive smells with your
message to create a positive attitude in your prospects.
There have been numerous studies conducted on the bearing scent and
fragrance have on association. A 1983 study conducted among
undergraduate students found that female students wearing perfume were
rated as more attractive by male students.[4] Scents were even found to
improve scores on job evaluations in a study published by the Journal of
Applied Psychology.[5] Of course, offensive odors can also be used (and
actually have been used) to evoke a negative response. This technique was
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