For a molecule to count as a pheromone, the behavior it elicits must be innate, not learned, and the chemicals must be able to signal anonymously to any member of the species, rather than providing an olfactory fingerprint of any one individual.
I often wonder how the scientific community manages to continue to deny the existence of human pheromones. It's definitions like this, that they must be species-specific instead of person/individual-specific. The whole marketing philosophy is built around us wanting to be the one and not just part of the herd.
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