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IT WAS MY NOSE THAT BOUGHT IT
Do you ever 1.1. _____ attention to the smells in shopping malls, coffee chains, petrol stations, or cinemas? Probably you don’t – or rather, your brain does, whether you are aware of it or not. Is it a coincidence that in a coffee shop you can smell
fresh coffee (but not the food served) wherever you sit, while in cinemas the smell of popcorn (but not nachos) permeates everything?

Using the sense of smell to boost sales is called scent marketing and 1.2. _____ for a long time now. Our brain can recognise and distinguish between about 10,000 different smells. What is more important, however, is that smell is
strongly connected with memories and emotions. It also travels directly through different parts of the brain. Thus a smell of something, for example a mug of coffee, 1.3. _____ a happy memory much faster than the sight of the mug or touching
it.
There is research which shows how effective scent marketing is. After introducing the smell of a fresh-brewed coffee
at a petrol station the sales of coffee 1.4. _____ by 300%. In another study some major retailers, for example Nike, also
showed that scent marketing increased customers’ interest and intentions by 80%. After all, who does not enjoy the smell of a new pair of shoes, a new book or a cup of fresh coffee?

1.1.
A. take
B. draw
C. catch
D. pay
1.2.
A. have studied
B. were studied
C. has been studied
D. have been studying
1.3.
A. can trigger
B. may trigger
C. would have triggered
D. triggers
1.4.
A. went down
B. went up
C. showed up
D. decreased