Cookies,Anesthesia,amp,#58,Sme business, insurance Cookies or Anesthesia: Smell Affects Your Business
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Companies are becoming more aware of the importance of good air quality tothe health and well being of their customers and employees. But air qualityand smell can also remarkable influence on the emotional and cognitiveprocesses of the people within a building as well.EFFECT ON CONCENTRATIONIndoor Air Quality has been shown to have a dramatic affect on theconcentration of people within an office setting. One such study of clericalworkers, which appeared in Indoor Air 99: The Eighth InternationalConference on Indoor Air Quality and Climate, showed IAQ effecting typingspeed by 6.5 percent, typing errors by 5 percent, basic math by 3.8 percentand scores on reasoning and logic tests by 3 to 4 percent."Scent is an important indicator of good air quality," said Mark Wincent,director of development for Sparks Technology, Inc. "Usually indoor airquality issues are first identified through complaints of a stale or stuffyodor."Ambient odors can also have an effect on concentration and memory tasks. Infact, memory for odor is markedly resistant to time, easily accessed andtends to be characterized by a high degree of emotion, clarity andvividness. Memory recall tends to be better when the subject is exposed tothe same odor at encoding and at recall than in a situation that had noodors."We understand the power that scent has on cognitive ability," said Wincent,adding that, as a filter company, Sparks is concerned with removing smells,not adding them. "Scents can also be associated with negative memories. Abuilding owner has no way of knowing what type of memories a buildings'occupants associate with specific smells."EFFECT ON EMOTIONScents can be manipulated to create and eliminate emotional responses aswell.There are an estimated 30 to 40 million people who are so afraid of dentaltreatment that they avoid it altogether. A large number of these peoplereport that their anxiety is heightened (or triggered) by the smell insideof their dentists' offices. Removing the smell may be one way to helpdentaphobes deal with their anxiety.A recent study by the neurological Clinic at the University of Vienna, usedan ambient orange odor in dentist waiting rooms. The study looked at 72patients between the ages of 22 and 57 and discovered that those that wereexposed to the orange odor had a lower level of anxiety, a more positivemood and higher level of calmness, than those who were not exposed.The use of smell as a marketing tool is not new. Manufacturers have longenhanced their products with "new spring fresh scents" and the like."We've all baked cookies or simmered potpourri just prior to showing ourhome to potential buyers," said Wincent. "This is the same concept behindthe so-called 'atmospheric' studies which look at the effect environment hason shopping."Results of studies that look at the effect scent has on a shoppersexperience are mixed. In general, however, research has shown that smellsthat are considered both pleasant and complimentary to the products andenvironment promote a more pleasant shopping experience and increased sales.It is a simple logical extension that removing unpleasant or conflictingodors would have a similar effect on buying habits."In short," said Wincent, "you never know what memories or emotions certainscents evoke in your customers. Your safest bet is to remove any unpleasantodor, so it doesn't harm your business."
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