About

Yağmur Başak Ören has always been captivated by the power of olfaction and fragrance. This lifelong curiosity first took shape in high school, where she designed an experimental study on the sense of smell as part of the International Baccalaureate Programme. Since then, it has become the foundation of her academic and professional journey.With a Bachelor of Science Honours in Neuroscience degree and experience gained through research, thesis work, certification programs and internships, she continues to explore the profound ways scent influences behaviour, emotion, and cognition. She is especially drawn to the intersections of olfaction, consumer behaviour, and neuromarketing. Her current interests include scent marketing, neuroperfumery, and the development of mood-enhancing sensory experiences where science meets storytelling and emotion.As she continues to deepen her expertise, she remains committed to translating neuroscientific findings into accessible insights across neuroscience, neuromarketing, olfaction, scent marketing, and consumer behaviour.

Emotions in Disguise:
Why Functional Products Might Move Us
More Than We Think

April 25, 2025
By Yağmur Başak Ören

We often assume that only hedonic products—like perfumes, sports cars, or designer shoes—evoke real emotion. But what if a simple bathroom scale stirs just as much feeling as a luxury MP3 player?A fascinating neuroscience study by Bettiga et al. (2020) reveals that the difference between feeling and reporting emotions may explain why we overlook emotional reactions to functional products.🔬 Key Findings📍Both product types triggered emotional responses. Using physiological tools like EEG, EDA, and heart rate variability, researchers showed that both a functional product and a hedonic product elicited emotional arousal, pleasure, and involvement.📍The difference lies in awareness, not intensity. Participants reported feeling emotional toward hedonic products—but not functional ones—even though their bodies showed equal levels of arousal. Why? Because we associate emotions more with pleasure than practicality.📍Functional products generated unconscious emotions. While consumers physically reacted to the functional product, they couldn’t report it. Emotional engagement was happening—just under the radar.🌎 Why This Matters for Neuromarketing📍Brands may be underestimating emotional potential.If we rely only on self-reports, we miss unconscious emotions that actually shape behavior. That means functional products—home appliances, health tools, tech gear—could benefit from emotional storytelling too.📊 Applications✅️ Emotional ads aren’t just for perfumes or luxury brands.✅️ Functional products might be silently engaging our brains.✅️ Objective emotion measurement (e.g., biometrics) gives a fuller picture than surveys alone.🌟 Key TakeawayEmotions aren’t exclusive to pleasure. Even the most practical products can trigger deep unconscious responses—what matters is measuring them correctly with neuroscientific tools to truly understand consumer behaviour and preferences.Would you ever expect a bathroom scale to make your heart race? Now you know—it might.💡 What Do You Think?Do you think functional products should be marketed with more emotion than they are now? Or are consumers simply not ready for it?📖 Bettiga, D., Bianchi, A. M., Lamberti, L., & Noci, G. (2020)Consumers’ Emotional Responses to Functional and Hedonic Products: A Neuroscience Research. Frontiers in Psychology, 11, 559779. https://lnkd.in/dT62keDv

Sensory Marketing & Congruency:
Does Everything Need to Match?

May 2, 2025
By Yağmur Başak Ören

When designing sensory experiences—colours, scents, sounds—we often aim for perfect harmony. But what if getting only some cues right is enough to win consumers over?A fascinating study by Fürst et al. (2020) suggests:✅ Perfect congruence is ideal.✅ But partial congruence—if done wisely—can still drive strong positive reactions.🔬 What They DidResearchers tested how sensory attributes (colour, scent, music) influenced consumer evaluations of cooling pads and heating pads.They manipulated:• Product colour (blue = cool | red = warm)• Ambient scent (spearmint = cool | vanilla = warm)• Ambient music (cool or warm-themed compositions)Participants were exposed to environments with full, partial, or no sensory congruence with the product’s primary function.📍 Key Findings🔹️ High congruence (all cues matching) led to the most favourable product evaluations.🔹️ Partial congruence (some cues matching) can still perform well—but:If the product’s direct attributes (like colour) match the function, consumers respond positively—even if ambient cues (like scent or music) don’t. If only ambient cues match (but product cues don’t), evaluations drop significantly.🔹️ Cross-sense partial congruence (e.g., vision + scent) works better than partial congruence within the same sensory channel (e.g., two visual cues).🌎 Why This Matters for NeuromarketingMarketers often feel pressure to design multisensory experiences where everything aligns perfectly. This study shows that strategic congruence—focusing on key sensory touchpoints—can still create strong emotional engagement and processing fluency.💡 You don't always have to chase perfection across every sensory channel.Getting the most important product-linked cues right can be enough to anchor consumer perception and drive preference.🌟 Key TakeawayIn sensory marketing, not every detail needs to match perfectly. Focus first on congruence in the product’s core sensory attributes—then, if possible, amplify it with supportive environmental cues. Sometimes, a little strategic harmony goes a long way.💬 What Do You Think?When it comes to sensory experiences, do you prefer perfect multisensory harmony—or is it enough when just a few strong cues fit the product?📖 Fürst, A., Schreier, M., & Hüttl-Maack, V. (2020).All or Nothing in Sensory Marketing: Must All or Only Some Sensory Attributes Be Congruent With a Product’s Primary Function? Psychology & Marketing, 37(8), 1156–1170.

Gender-Based Scent Congruence:
Can the Right Scent Really Influence
What We Buy?

May 9, 2025
By Yağmur Başak Ören

A rare and fascinating field study reveals once again that ambient scents can do more than smell pleasant—they can shape how long we shop, what we buy, and how we feel about a brand.A study by Spangenberg et al. (2006) shows:✅ Gender-congruent scents improve store experience and sales.❌ Incongruent scents can actually harm consumer perception.🔬 What They DidResearchers tested how gender-aligned scents influenced shopper behaviour in a real clothing store. They used:• Vanilla (feminine scent) 🍦• Rose maroc (masculine scent) 🌹Each scent was paired with women’s or men’s clothing over a two-week period. 181 real shoppers were observed across these conditions.📍 Key Findings🔹️ Shoppers in gender-congruent scent conditions:• Rated the store and merchandise more positively• Spent more time shopping• Bought more items and spent more money• Reported higher return intention🔹️ Incongruent scents disrupted the emotional experience and reduced evaluations—despite the same layout, pricing, and advertising.🌎 Why This Matters for NeuromarketingUnlike most studies that rely on self-reports, this one observed actual consumer behaviour—offering rare real-world insights into the unconscious effects of scent. It sparks an important question:What if neuroscientific tools such as EEG, eye-tracking and fMRI were added to this study?Would we see heightened emotional arousal or processing fluency in the brain during scent–context congruence?💡 Congruent scents may activate reward and emotion circuits—enhancing engagement through multisensory alignment.🌟 Key TakeawayScent isn’t just about fragrance, it’s about fit.When the right scent supports the brand’s context and identity, it silently guides behaviour, emotion, and even spending.🧠 In scent marketing, congruence isn’t optional—it’s powerful.💬 What Do You Think?Would you be more likely to stay—and spend—in a store where the scent feels just right?📖 Spangenberg, E.R., et al. (2006).Gender-congruent ambient scent influences on approach and avoidance behaviors in a retail store. Journal of Business Research, 59(12), 1281–1287. https://lnkd.in/dhyHhCMa

Is Smell Really a “Slow” Sense?

May 15, 2025 (Originally posted on November, 2024)
By Yağmur Başak Ören

It is often assumed that vision and hearing dominate when it comes to fast sensory processing and that smell lags behind. But a fascinating study by Wu et al. (2024), published in Nature Human Behaviour, offers a sharp new perspective:Our sense of smell may be far more precise—and far faster—than we’ve ever imagined.🔬 What They DidTo test the limits of olfactory timing, researchers built a custom scent-delivery system capable of presenting two different odorants within a single sniff, separated by as little as 18 milliseconds.229 participants took part in 649 testing sessions, evaluating whether they could distinguish between odorant pairs presented in different orders.📍 Key Findings✅ Participants could reliably detect which odour came first—even when the time difference was just 60 milliseconds.✅ Performance improved as the time gap between the two scents increased.✅ These effects occurred without conscious awareness, showing that the olfactory system encodes temporal patterns automatically.🌎 Why This MattersThis study challenges long-held beliefs that human olfaction is too slow or imprecise to process fine temporal differences.Instead, it reveals that smell—like sight or hearing—tracks timing cues at millisecond precision. That means our brains don’t just process what something smells like… but when components of that smell arrive.💡 Implications for Sensory Design & Neuromarketing• Could we design fragrances that evolve in rhythm to match a brand’s emotional arc?• Could scent-based experiences in food, retail, or VR benefit from subtle temporal layering?This research opens the door to a new frontier of scent design—where timing may matter as much as identity or intensity.🌟 Key TakeawaySmell isn’t slow. It’s fast, dynamic, and temporally precise—even within a single sniff.As we continue to explore the role of olfaction in branding, experience design, and behaviour, findings like these challenge us to think deeper than scent notes—and faster than we ever thought possible.💬 What Do You Think?If our brains can process scent with millisecond precision… Should we be designing scent experiences that unfold with timing in mind—just like soundtracks or visual transitions?How might temporal layering of scent shift how we engage with products, places, or stories?📖 Wu, Y., Chen, K., Xing, C., Huang, M., Zhao, K., & Zhou, W. (2024). Human olfactory perception embeds fine temporal resolution within a single sniff. Nature Human Behaviour. https://doi.org/10.1038/s41562-024-01984-8

Scent in Virtual Reality:
Can Aroma-Content Congruence Enhance
Digital Experiences?

May 16, 2025
By Yağmur Başak Ören

In my recent posts and articles, we explored how congruency—when aligned with brand identity or product context—can shape behaviour, emotional response, and decision-making in the real world, including questions like:✔️ Does everything need to match for the perfect sensory congruence?✔️ How might gender-based scent congruency influence consumer experience?A fascinating study by Flavián et al. (2021) adds a new dimension to this conversation by showing how scent–content congruence can shape virtual reality (VR) experiences—enhancing imagination, emotional connection, and even behavioural intention.🔬 What They Did263 participants explored destinations like Venice and the Cliffs of Moher using either a PC or a VR headset.They were exposed to:• No scent• Pleasant but non-congruent scent• Pleasant and congruent scent (e.g., coffee with Venice, grass with Moher)📍 Key Findings✅ VR enhanced sensory stimulation compared to PC.✅ Congruent scents boosted ease of imagination, emotional response, and behavioural intentions—far more than non-congruent or no scent conditions.✅ The VR + congruent scent pairing created the strongest emotional and motivational impact on how participants perceived the destination.🌎 Why This Matters for NeuromarketingThis study reinforces what we’ve seen in scent marketing:Sensory congruence matters—and it's powerful. But it also shows how congruence can be reimagined in immersive digital contexts—not just for branding or retail, but for virtual travel, education, and emotional storytelling.💡 As the digital world expands, multisensory congruence may become a key to presence, memory, and improving consumer experience whether we’re walking through a store or a 360° world.🌟 Key TakeawayThe scent of coffee can do more than trigger cravings—it can deepen immersion in a virtual Venetian escape.🧠 Congruence isn’t limited to physical space. In both real and virtual environments, our brains are wired to respond when everything feels like it fits.💬 What Do You Think?Would scent–content alignment make you more likely to remember or revisit a virtual experience?📖 Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2021).The influence of scent on virtual reality experiences: The role of aroma-content congruence. Journal of Business Research, 123, 289-301, ISSN 0148-2963,https://lnkd.in/dJPG2M2Z.A huge thank you to Professor Carlos Flavian for this inspiring contribution to the field!

How Scent-Enhanced Technology Could Boost Memory & Cognition: The ASUS Fragrance Mouse - A New Way to Engage the Senses?

May 22, 2025 (Originally posted on March 04, 2025)
By Yağmur Başak Ören

In early 2025, ASUS has introduced the Fragrance Mouse MD101, a wireless mouse with a built-in fragrance compartment, allowing users to experience scent while working or studying. While this might seem like a novelty, previous research shows that scent plays a crucial role in memory, cognition, and stress regulation.📖The Science Behind Scent & Memory
Unlike other senses, smell has a direct pathway to the limbic system, making it a uniquely powerful tool for memory recall, cognitive enhancement, and stress reduction. Let's dive into what neuroscience has found over the years!1️⃣ Scent as a Powerful Memory Cue🧠Odours trigger stronger, more vivid memories than visual or auditory stimuli.Herz (1998, 2016) & Lopis et al. (2023) found that scent-evoked memories tend to be older, more emotionally intense, and longer-lasting than other types of memories.💡 Infusing scent into workspaces could enhance memory retrieval and improve recall.2️⃣ Scent & Context-Dependent Memory🧠 Recalling information is easier when the same scent is present during both learning & retrieval. Herz (1997) & Sorokowska et al. (2022) showed that scent-based context effects significantly enhance memory recall.💡 Using the same scent while studying and recalling information (e.g., exams, meetings) could strengthen memory associations.3️⃣ Scent & Cognitive Health🧠 Can scent exposure boost brain function? Woo et al. (2023) found that six months of overnight scent exposure improved memory by 226% and strengthened neural connections in older adults.💡 Could daily scent exposure through technology enhance long-term cognitive function?4️⃣ Scent & Emotionally Charged Learning🧠 Emotions influence how effectively scent aids memory. Herz (1997) & Masaoka et al. (2012) found that scents associated with personal, emotional experiences led to stronger recall and deeper physiological responses.💡 Pairing scents with important tasks or learning moments may reinforce memory formation.5️⃣ Scent & Contextual Learning (Even for Unpleasant Odours!)🧠 Do scents need to be pleasant to enhance memory? Hackländer & Bermeitinger (2017) found that both pleasant (peach) and unpleasant (onion) scents improved recall when consistently used.💡 Even if a scent isn’t universally pleasant, it may still enhance learning if consistently paired with study sessions.🚀 What This Means for the ASUS Fragrance MouseThis device could be more than a novelty—it may offer real cognitive benefits:✅Boosting focus & memory recall✅Strengthening context-dependent memory✅Supporting cognitive health✅Reducing stress & enhancing mood💬 What do you think?📖 ASUS Official Website. (2024). ASUS Fragrance Mouse MD101 - Features & Specifications. Retrieved from https://www.asus.com/accessories/mice-and-mouse-pads/asus-mouse-and-mouse-pad/asus-fragrance-mouse-md101/📖 Hackländer, R. P., & Bermeitinger, C. (2017). Olfactory context-dependent memory and the effects of affective congruency. Journal of Experimental Psychology: Learning, Memory, and Cognition, 43(10), 1631–1645.📖 Herz, R. S. (1997). Emotion experienced during encoding enhances odor retrieval cue effectiveness. American Journal of Psychology, 110(4), 489–505.📖 Herz, R. S. (1998). Are odors the best cues to memory? A cross-modal comparison of associative memory stimuli. Annals of the New York Academy of Sciences, 855, 670–674.📖 Herz, R. S. (2016). The role of odor-evoked memory in psychological and physiological health. Brain Sciences, 6(3), 22.📖 Lopis, S., Martin, C., & Rinck, F. (2023). Odor-evoked memories: The importance of choosing the right odor. Frontiers in Neuroscience, 17, 1200448.📖 Masaoka, Y., Sugiyama, H., Katayama, A., Kashiwagi, F., Homma, I. (2012). Slow breathing and emotions associated with odor-induced autobiographical memories. Chemical Senses, 37(4), 379–388.📖 Sorokowska, A., Schriever, V. A., & Hummel, T. (2022). Odor-based context-dependent memory: Influence of olfactory cues on declarative and nondeclarative memory indices. Chemical Senses, 47, 1–10.📖 Woo, E., Berlow, Y. A., Fong, M. W., Smiley, J. F., & Yassa, M. A. (2023). Overnight olfactory enrichment using an odorant diffuser improves memory and modifies the uncinate fasciculus in older adults. Frontiers in Neuroscience, 17, 964315.

Can an Emotionally Significant Perfume Slow Down Your Breathing?

May 23, 2025
By Yağmur Başak Ören

We know scent can trigger memories. But what if it could also change the way we breathe—revealing just how deeply we’re emotionally affected?
A fascinating study by Masaoka et al. (2012) suggests that emotionally meaningful perfumes—especially those tied to autobiographical memories—can lead to deeper, slower breathing and a stronger sense of being “transported back in time.”🔬 What They DidParticipants were asked to identify a specific perfume that reminded them of a personal memory.Then, while wearing a respiration monitor, they were exposed to:• Their autobiographical perfume 🧴• A neutral rose-like scent (PEA) 🌹• A pleasant but emotionally neutral scent (chamomile)🌼They rated how vivid and emotional their memories felt—while researchers tracked their breathing patterns in real time.📍 Key Findings✅ Autobiographical perfumes triggered:• Deeper breathing (⬆️ tidal volume)• Slower respiratory rate• Stronger emotional arousal and memory vividness✅ These changes weren’t due to metabolic shifts—but to emotional engagement at the brain-body level.✅ Participants with higher trait anxiety felt even stronger memory reactivation and greater breathing changes.🌎 Why This Matters for NeuromarketingMost scent marketing strategies focus on pleasantness or recognition. But this study shows that scent can reach deeper emotional layers—even altering physiology. Although no brain imaging was used, the authors point to likely activation of the limbic system—especially the amygdala, hippocampus, and orbitofrontal cortex—areas deeply tied to emotion and memory. The link between slow breathing and memory retrieval may reflect limbic modulation of respiration, showing just how intertwined scent, memory, and emotion truly are.💡 It also suggests that biometric signals like breath patterns might one day help us detect true emotional resonance in sensory brand experiences.🌟 Key TakeawayPerfume isn’t just scent. It’s emotion. It’s memory. It’s physiology.And when a fragrance means something personal, the body tells us—one breath at a time.💬 What Do You Think?Do you have a perfume that instantly takes you back to a specific time or memory?Could we one day use breathing patterns to measure consumer emotional engagement?📖 Masaoka, Y., Sugiyama, H., Katayama, A., Kashiwagi, M., & Homma, I. (2012). Slow Breathing and Emotions Associated with Odor-Induced Autobiographical Memories. Chemical Senses, 37(4), 379–388. https://lnkd.in/d2_TpxNA