Proustian Products are Preferred: The Relationship Between Odor-Evoked Memory and Product Evaluation

A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development

Humans have deliberately scented their environment for purpose or pleasure for millennia. In the contemporary marketplace most consumers prefer and purchase scented versions of common household products. However, the drivers of this consumer preference have not been elucidated. To explain the attraction to scent in household products we propose a novel three-factor framework, comprising functional benefits (malodor mitigation, base odor coverage, freshening), in-use experience benefits (cleanliness, efficacy, pleasure), and emotional benefits (increasing in confidence, mood and nostalgia). To support this framework, we present new data from a market research survey on US consumer purchasing habits and attitudes towards home cleaning, laundry, and air freshening products. Further substantiating our framework, a focused review of olfactory psychological science illustrating the central role of scent in cognition, wellbeing, motivated behavior, and social behavior, as well as sensory marketing research highlights the benefits and implications of scent in consumer household products. Based on our three-factor framework we go on to discuss the potential for scent to influence health and raise issues to consider (such as potential negative responding to fragranced products). We conclude by showcasing new opportunities for future research in olfactory science and on scented household products that can advance the positive impacts of scent.

Behavioral and Neurobiological Convergence of Odor, Mood and Emotion: A Review

The affective state is the combination of emotion and mood, with mood reflecting a running average of sequential emotional events together with an underlying internal affective state. There is now extensive evidence that odors can overtly or subliminally modulate mood and emotion. Relying primarily on neurobiological literature, here we review what is known about how odors can affect emotions/moods and how emotions/moods may affect odor perception. We take the approach that form can provide insight into function by reviewing major brain regions and neural circuits underlying emotion and mood, and then reviewing the olfactory pathway in the context of that emotion/mood network. We highlight the extensive neuroanatomical opportunities for odor-emotion/mood convergence, as well as functional data demonstrating reciprocal interactions between these processes. Finally, we explore how the odor- emotion/mood interplay is, or could be, used in medical and/or commercial applications.

An in-depth review of the methods, findings, and theories associated with odor-evoked autobiographical memory

Over the past nearly 35 years, there has been sporadic interest in what has commonly come to be known as the Proust phenomenon, whereby autobiographical memories are retrieved and experienced differently when evoked by odors as compared with other types of cues, such as words, images or sounds. The purpose of this review is threefold. First, we provide a detailed analysis of the methods used to investigate Proust effects. Second, we review and analyze the various findings from the literature and determine what we feel to be the most important and stable findings. Third, we provide a series of previously postulated and new hypotheses that attempt to account for the various findings. Given the early stage of research, the current review aims to provide a measure of organization to the field, as well serve as a guide for how future investigations may address the topic. We conclude with the recommendation that research in this area shift its focus from establishing the phenomenon towards explaining its causes.

Exploring the science, safety, and benefits of air care products: perspectives from the inaugural air care summit

Seventy-one percent of US households purchase air care products. Air care products span a diverse range of forms, including scented aerosol sprays, pump sprays, diffusers, gels, candles, and plug-ins. These products are used to eliminate indoor malodors and to provide pleasant scent experiences. The use of air care products can lead to significant benefits as studies have shown that indoor malodor can cause adverse effects, negatively impacting quality of life, hygiene, and the monetary value of homes and cars, while disproportionately affecting lower income populations. Additionally, studies have also shown that scent can have positive benefits related to mood, stress reduction, and memory enhancement among others. Despite the positive benefits associated with air care products, negative consumer perceptions regarding the safety of air care products can be a barrier to their use. During the inaugural Air Care Summit, held on 18 May 2018 in the Washington, DC, metropolitan area, multidisciplinary experts including industry stakeholders, academics, and scientific and medical experts were invited to share and assess the existing data related to air care products, focusing on ingredient and product safety and the benefits of malodor removal and scent. At the Summit's completion, a panel of independent experts representing the fields of pulmonary medicine, medical and clinical toxicology, pediatric toxicology, basic science toxicology, occupational dermatology and experimental psychology convened to review the data presented, identify potential knowledge gaps, and suggest future research directions to further assess the safety and benefits of air care products.

Changes in Mood States Are Induced by Smelling Familiar and Exotic Fragrances

Familiar fragrances usually induce positive mood states and elicit favorable evaluation. Relaxation is also widely thought to improve mood state. Yet experimental evidence on the effect of two different stimuli, fragrance smelling and breathing relaxation, on mood state, and fragrance evaluation is lacking. This study aimed to test (1) the effect of two familiar fragrances, lavender and myrtle, and two exotic fragrances, bergamot and ravensara, on perceived mood states before and after relaxation, (2) the effect of relaxation on perceived mood states for each fragrance, and (3) the effect of relaxation on fragrance evaluation as defined by adjectives. We hypothesized that mood states and assessment of the fragrances would differently be affected both in familiar vs. non-familiar fragrances and also before and after relaxation. Participants (n = 127) completed questionnaires on their mood states at baseline (T0). They were then presented with each of the four fragrances separately and asked to report on mood state and to assess the fragrances with adjectives before (T1) and after (T2) breathing relaxation. Analyses of the T0–T1 delta values of mood states by ANOVA repeated measures and post hoc comparisons showed that mood states were affected by fragrance smelling with no clear differences observed between familiar and exotic fragrances. The same analyses of T1–T2 values showed no differences in mood state after breathing relaxation and fragrance smelling. Fragrance assessment by adjectives indicated a non-conclusive trend for familiar and exotic fragrances. In sum, mood states induced by the fragrance smelling stimulus (T0–T1) were not changed by the addition of the second stimulus of relaxation (T1–T2), indicating that the former stimulus was stronger than the latter. On the other hand, the cognitive component represented by adjective-based assessment of fragrances was slightly modified by the relaxation stimulus.