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In another example of proving that sayings having a basis in fact, a study by the University of Dusseldorf in Germany reported in New Scientist has tested whether people really can smell fear.

The favoured lab rats of Universities (a group of uni students) had absorbent pads placed under their armpits before their final exams and again as they exercised. Some other students (who were probably not paid near enough for their participation) then sniffed the pads and had their brain activity measured.

The bad news is that smelling the exam pads – full of anxiety or fear secreted chemicals,  lit up the students brains like New Year’s Eve fireworks.  The researchers concluded that anxiety triggers the release of a chemical outside our conscious control, that automatically triggers similar feelings in anyone who sniffs it.

What does this mean for business? Well if you don’t want to make your customers nervous you may want to rethink placing highly anxious people on your front line. You may also want to up your anti-perspirant deoderant levels before big events – perhaps bathing in it may help stop the transmission of the chemical via your sweat.

Other than that – be aware that people can really smell your fear.

Until next time

Ingrid Cliff

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