In the field of marketing, scents are a goldmine. With their ability to influence moods and choices, they can be very effective marketing tools. There is an increasingly professional level of manipulation by means of designed olfactory stimuli - precisely focusing on the rather imprecise medium of scent. Of course, a sale will not be made just by smell, but scents can have a direct effect on a consumer's decision. 

Jorg Hempenius and Rick Schifferstein will reveal some of the mysteries of scent marketing, Niklaus Mettler will delve into corporate smell identities and Caro Verbeek will shed light on the relationship between memory and smell.