The next time you veer into a mall boutique you never considered entering before, take a whiff. Smell a faint fragrance? It could be one of those nearly subliminal scents that retailers are using in increasing numbers to entice you inside—and spend bigger bucks. Call it the odor of money. alan Hirsch, director of Chicago’s smell and Taste Treatment Foundation (STTF), hopes it will become as prevalent as Muzak.