Smell and Time

Dr. Hirsch has also led studies into the way that smells can influence our perception of time. In one of the studies, 20 separate participants were exposed to a baby powder aroma, a coffee aroma, and no aroma at all. While the coffee aroma produced a reduced perception of time, the baby powder aroma produced a longer perception of time. Likewise, pleasurable fragrances have been shown to create “dwell-time” in stores, increasing the likelihood of customers making purchases.