Humphries, C. (2010). “The Sweet Smell of Morality.” Boston Globe Online, Boston.com. Retrieved on 23 June 2010: http://www.boston.com/bostonglobe/ideas/articles/2010/02/14/the_sweet_smell_of_morality/ Summary: Scientist and Marketers are paying closer attention to the sense of smell. It appears that while once believed subpar to other human senses, the power of smell is being reevaluated. Some studies suggest smell has the power to influence social and moral behavior. Recent findings have found that clean smells perpetuate favorable behavior in instances where someone is in need of help or assistance. This suggests that smells, known for their influence on emotion and memory, might also have an effect on thought. Additional studies have shown that consumers shopping habits, such as where to shop and how much to buy, are influenced by smell, having more to do with choice than mood. Using smell as a lure might sound manipulative, yet some researchers claim we are aware of scents and are not deceived by them. Marketers are currently looking into ways to incorporate smells into brand recognition. It’s possible for humans to undergo training to perfect their sense of smell. As more knowledge comes about regarding smell, and the complexities of this sense are realized, consumers can expect to be…