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Scratch-and-sniff ads help sell perfume, but could they sell food, too?

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Aradhna Krishna

We know that scent unlocks a wide range of emotions and memories. A whiff of Chanel No. 5 can take you right back to when you were a little kid, watching your mom get dressed up to go out.

Or smelling Paco Rabanne might remind you of your first boyfriend.

Advertisers of perfume and other personal-care products have been tapping into this for a long time; think of the scratch-and-sniff-spots on perfume ads in magazines.

A University of Michigan marketing professor decided to see if the same holds true for food.

Aradhna Krishna is an expert in sensory marketing, and she joined us today.

Listen to the full interview above.

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