The Power of Brandaroma

Fragrance Research

Increasing amounts of time are being devoted to research on the effects of aroma on consumer behavior. The effects of pleasant aromas on mood and behavior have confirmed the positive relationship between fragrance and emotion. Refer below for further information.

Sense of Smell Institute

The Sense of Smell Institute (SOSI), a leading global resource for information on the sense of smell and its importance to human life. The sense of smell is studied with respect to its role in human psychology, behaviour and the overall quality of life. SOSI also encourage exploration into the broader multisensory context of smell.

Monell Chemical Senses Center

The Monell Chemical Senses Center is a non-profit independent research institute dedicated to research on the senses of taste, smell, and chemosensory irritation; the chemical senses. In addition to the chemical senses, Monell research relates to significant public health and quality of life issues.

The International Fragrance Association (IFRA)

The International Fragrance Association (IFRA) represents the collective interests of the fragrance industry worldwide. IFRA ensures adherence to strict safety, purity and manufacturing standards across the globe. Brandaroma's partnership with Belmay, a member of the International Fragrance Association, guarantees customized, high quality fragrances are developed in compliance with the current IFRA standards and worldwide regulatory directives.

Professor Eric R. Spangenberg – Washington State University

Eric R. Spangenberg, a professor of marketing at the college of Business at Washington State University. He has served the college as senior associate dean of faculty affairs and research. Spangenberg is an alumnus of the college, having earned his bachelor's degree in business administration in 1982. He holds an MBA from Portland State University and a Ph.D. in marketing from the University of Washington .

Professor Spangenberg's research includes a focus on environmental psychology and the assessment of consumers' reactions to environmental stimuli. Specifically, Spanganberg has studied the effects of ambient scent on consumer begaviour in a retail environment.

Spangenberg is an award-winning teacher and his widely cited publications include over 25 refereed journal articles and an equal number of book chapters and refereed conference proceedings. Spangenberg's research has been featured by numerous media outlets, including the British Broadcasting Corporation, The Learning Channel, The Early Show on CBS, The Wall Street Journal, and The Washington Post. He also serves on the editorial review board for the Journal of Consumer Research.

Professor Gerald Zaltman - Harvard Business School

Gerald Zaltman, a professor of Business Administration at Harvard University. His major research interests focus on buyer behavior and on how managers use information in learning about markets. He has developed a new market research tool (ZMET), to understand the mental models underlying customer and manager thinking and behavior.

Professor Zaltman is author or co-author of a number of books and has published widely in journals such as the Journal of Marketing Research, The Journal of Marketing, The Journal of Advertising Research, Knowledge, The American Behavioral Scientist, and Industrial Marketing Management.

Zaltman's book, 'How Customers Think: Essential Insights into the Mind of the Market' (2003), argues that consumer buying behavior depends on the mind and discusses the strong connection between the sense of smell and the centre for memory and emotion in the brain. His findings in this book provide insight into how people create associations and how companies use this to maximize their marketing strategies.

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