A surprisingly faulted study from Alan Hirsch. A good example of how the research being done in the arena of smell doesn’t consider the existing smells that are already impacting our consumption and only looks to prove the applicability of new scents to impact single product, single environment spending…. very short sighted.

“Mr. Mayer noted that one slight consolation for people crowded into coach is that all those other passengers emit lots of moisture, which keeps cabin humidity at around 15%. In sumptuous first-class cabins, humidity can plunge to 5%, sapping the bouquet from champagne and caviar.”