Dr Morgain Gaye

An expert in marketing, branding and behind the taste and smell of things.
In her lecture, Morgain discussed the consumers relationship with scent and how this deferrers within cultures and consumer groups.
We are able to identify over 10,000 different smells within our mind and within this is our likes, dislikes and our perceived idea of what smells good and bad.  This is also linked to the different cultures. For example, some cultures believe the smell of cow’s excretion is a godly scent- gross!
us British people tend to link scent with a psychological response- we base it on our experience in life and the scents we feel smell nice often acts as comforts e.g your mum’s homemade apple pie. Americans, however like their scents clean, fresh; scent is linked to cleanliness and bad smells are linked to dirtiness.
And the French often link scent to a psychological object, scent and the smell of a person is often a sexual relationship.

Morgain also described the relationship between colours and personalities that exhibit our taste and likes. She got us to select a colour flower and the idea was that the different groups that selected the different flowers would have the same taste and smell opinions. It was very interesting and every different group have some distinct likes and dislikes within this groups. You can find her website here: http://www.morgainegaye.com/academic/