A new article is out!

To date, odor research has primarily focused on the behavioral effects of common explicit odors on consumer perception and choices. But, one of the first things the sense of smell identifies about people nearby is their odor signature, which refers to odor signatures that convey someone's presence but are also unique markers of a person.

LabLENi has conducted a study examining the impact of human body odor cues on consumer purchase behaviors for the first time. The central finding revealed that participants exposed to human odors reached decisions significantly faster than the no odor control group. The main driving force is that human body odors activate the presence of others during decision-making. This, in turn, affects response speed.