Although humans can extract emotional information from scents, just as they can from facial expressions and music, the critical question remains, however, which scent affects which type of emotion. The literature on consumer olfaction does not seem to satisfactorily answer this important question. Assessing the differential role of odor-elicited emotional information can contribute to a better understanding of consumer behavior across a broad range of areas. The aim of this paper is to develop a scent-emotion wheel for 19 scents that have been used in prior consumer research and are familiar to most consumers. The wheel could serve as a practical guide and a road map for researchers and practitioners in identifying which scent affects which consumer emotion. With the aid of the scent-emotion wheel, marketers could effectively evaluate and determine appropriate scents in the marketplace.