Long before the political data firm he oversees, Cambridge Analytica, helped Donald Trump become president, Nigel Oakes tried a very different form of influencing human behavior. It was called “marketing aromatics,” or the use of smells to make consumers spend more money.In the decades since, the Eton-educated British businessman has styled himself as an expert on a wide variety of “mind-bending” techniques — from scents to psychological warfare to campaign politics.But some 25 years after his foray into aromatics, a bad odor has arisen around his use of data to influence voter behavior. Oakes and his partners, who include Cambridge …read more
Source: POLITICO – U.S. Edition
