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According to CNNgo, Casinos in Macau are experimenting with scents in order to encourage gamblers to stay longer. Many top casinos already have signature scents in the ventilation systems that give their casinos a certain feel but now it appears more casinos are focusing on using scents to enhance risk-taking behavior in their gamblers.
"Our sense of smell is the only [sense] that circumvents our rational sense of thinking and connects directly to the emotions," Sudhir Kale, a marketing consultant for City of Dreams and Star World, told the South China Morning Post.
Las Vegas pioneered scent marketing in casinos in the early 90s but according to Dr. Alan Hirsch, neurological director of the US-based Smell and Taste Treatment and Research Foundation, scents used in Las Vegas will not work for China because scent-preference is culturally-specific. Scent is strongly tied to memories and the smells should "remind people of their childhood or induce a feeling of safety and security that would be more appropriate for Macau than Las Vegas."
His suggestion for Macau casinos? Jasmine tea and cooked rice.
As always, stay tuned to Casinofan for more news and updates.
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