Every time we breathe in a scent, thousands of receptors in our nose send signals directly to the limbic system — the part of the brain that governs emotions, memories, and well-being. This is why a single aroma can instantly transport us to a cherished memory, spark a feeling of joy, or create an unshakable emotional connection.
As Pam Scholder Ellen, professor of marketing at Georgia State University, explains:
“With our other senses, we think before we react.
But with smell, the brain reacts before we even think.”