Marketing is everywhere! Industries are capturing you through your nose, mainly perfumes, cloths stores, your everyday tide and even casinos. Aromas affect your body in a holistic way. The right fragrances can have a huge impact in what you do and where you do.
It is a subconscious process, unlike brand logos that are prominently visible. Scent has memory associated to it. Scents are made of molecules and different molecules have different scents. The molecules travel up in your n0se and get stuck to your olfactory membrane which contains olfactory receptors, essentially nerve endings. Once these nerves recognize the smell they send a message to your olfactory bulb which signals your cortex and limbic system. Next hormones and neurochemicals are released. Oh Oh, that’s a lot of science!
The simple answer is that there are metal devices that are in the size of breadboxes attached to the ventilation systems of nearly every resort and casino on the Las Vegas strip. The boxes vaporize highly aromatic and shockingly expensive oils into the ducts, where the airflow dilutes and distributes them. The first such systems in Las Vegas were installed at the Mirage in 1991 by Mark Peltier, president of a company called AromaSys. Since then, the systems have spread up and down the Strip. Here’s a video explaining how this works in casinos:
Granted that gambling can be addictive and that many factors go into casino design and space, it is still mostly the scents employed by aroma branders that trigger emotional conditioning and loyalty. When fragrances were first used in casinos a few decades back, it was primarily to mask the odor of cigarette smoke, but today all that has changed and scents play a very complex role in increasing casino revenue and visits.
In fact, a 2006 general study concerning aromas used in casinos was conducted via two scented areas and one without any aroma as a control section. The first scent increased returns to the casino by about 45%, whereas the other two sections with fragrance #2 and no scent at all noticed no appreciable difference in the amount of visitors than on other weekends.
According to Ha-ha Lung and Christopher Prowant’s book, ‘Mental Dominance’, at the Las Vegas Hilton floral scents influence guests to spend 50% more playing time. In addition, the amount of the increase in people visiting the casinos was greater on Saturday when the concentration of odorant was higher.
To know more about other ways in which casinos lure you, keep reading GutshotMagazine.com
Manthra Koliyer is a writer at Gutshot Magazine. She has an affinity for seeing the world through people’s eyes. With a bubbly fun personality, you can always catch her chatting with anyone she comes across. Holding an English Literature degree from Wilson College, Mumbai, and a Post Graduate Diploma in Journalism from Asian College of Journalism, this pop culture fanatic is ready to take on the world with a pen, paper, and microphone. She also actively works on her personal blog called namasteyconvict.blogspot.com, where for a moment she lets you into her drama-filled world.
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