The scent of attraction and the smell of success: crossmodal influences on person perception

Smell throughout the life course

The sense of smell is an important mediator of health and sociality at all stages of life, yet it has received limited attention in our lineage. Olfaction starts in utero and participates in the establishment of social bonds in children, and of romantic and sexual relationships after puberty. Smell further plays a key role in food assessment and danger avoidance; in modern societies, it also guides our consumer behavior. Sensory abilities typically decrease with age and can be impacted by diseases, with repercussions on health and well-being. Here, we critically review our current understanding of human olfactory communication to refute outdated notions that our sense of smell is of low importance. We provide a summary of the biology of olfaction, give a prospective overview of the importance of the sense of smell throughout the life course, and conclude with an outline of the limitations and future directions in this field.

Social odor choice buffers drug craving

Social interactions are rewarding and protective against substance use disorders, but it is unclear which specific aspect of the complex sensory social experience drives these effects. Here, we investigated the role of olfactory sensory experience on social interaction, social preference over cocaine, and cocaine craving in rats. First, we conducted bulbectomy on both male and female rats to evaluate the necessity of olfactory system experience on the acquisition and maintenance of volitional social interaction. Next, we assessed the effect of bulbectomy on rats given a choice between social interaction and cocaine. Finally, we evaluated the influence of olfactory sensory experience by training rats on volitional partner-associated odors, assessing their preference for partner odors over cocaine to achieve voluntary abstinence and assessing its effect on the incubation of cocaine craving. Bulbectomy impaired operant social interaction without affecting food and cocaine self-administration. Rats with intact olfactory systems preferred social interaction over cocaine, while rats with impaired olfactory sense showed a preference for cocaine. Providing access to a partner odor in a choice procedure led to cocaine abstinence, preventing incubation of cocaine craving, in contrast to forced abstinence or non-contingent exposure to cocaine and partner odors. Our data suggests the olfactory sensory experience is necessary and sufficient for volitional social reward. Furthermore, the active preference for partner odors over cocaine buffers drug craving. Based on these findings, translational research should explore the use of social sensory-based treatments utilizing odor-focused foundations for individuals with substance use disorders.

Odour hedonics and the ubiquitous appeal of vanilla

Our food choices and consumption behaviours are often influenced by odour hedonics, especially in the case of those orthonasally experienced aromas (that is, those odours that are food-related). The origins of odour hedonics remain one of the most intriguing puzzles in olfactory science and, over the years, several fundamentally different accounts have been put forwards to try and explain the varying hedonic responses that people have to a wide range of odorants. Associative learning, innate and molecular accounts of odour pleasantness have all been suggested. Here the origins of the hedonic response to vanilla, which is one of the most liked smells cross-culturally, are explored. The history of vanilla's use in food and medicine is outlined, with a focus on its neurocognitive appeal. While vanilla is one of the most widely liked aromas, it is also rated as smelling sweet to most people. Food scientists are becoming increasingly interested in the possibility that such 'sweet smells' could be used to help maintain the sweetness of commercial food products while, at the same time, reducing the use of calorific sweeteners. Such an approach is likely to be facilitated by the low cost of artificial vanilla flavouring (when compared with the high and fluctuating price of natural vanilla pods).

The Effect of Odor Valence on Facial Attractiveness Judgment: A Preliminary Experiment

The role of social odors on human social interactions, including face evaluation, has been widely indicated. However, for nonsocial odors, there has not been a consistent conclusion. Therefore, this study aimed to verify the effect of suprathreshold nonsocial odors on facial attractiveness judgment when the visual input is ambiguous. We designed a 3 (odor valence: neutral, pleasant, and unpleasant) × 7 (continuous levels of morphed fuzziness of attractiveness: 37.5% to 62.5%) within-subject experiment. A total of 30 participants (18 females) completed the whole experiment simultaneously for three consecutive days. The results showed that faces presented with pleasant and neutral odors were judged as significantly more attractive than those with unpleasant odors. The intervention effect of odor valence on facial attractiveness differed by fuzzy attractiveness levels. Results also suggested that male faces were perceived as more attractive than female faces no matter the odor conditions. The results of this study provide evidence to support the cross-modal emotion integration effect of olfaction and vision. Follow-up studies need to be conducted to reveal the underlying mechanism of odor valence on visual fact attractive judgment.

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.

How Semantically Labeled Scent-Gender Associations Influence the Evaluations of Scent and Texture

Sensory evaluation can be influenced by semantic information such as gender descriptions. Gender categories are associated with tactile information (e.g., female = soft/smooth, while male = hard/rough). Feminine scents (e.g., floral) are typically perceived as soft and smooth. Thus, semantic labels of gender (feminine/masculine qualities) may influence congruent sensory evaluation (i.e., female = soft/smooth, male = hard/rough). This study examined how semantically labeled scent-gender associations influence the evaluation of scent and texture. Specifically, we examined whether “feminine” and “masculine” labels applied to neutral scents that have not been associated with gender influence scent and haptic evaluation. Participants sniffed a feminine-labeled or masculine-labeled scent embedded on soft and rough papers. They then evaluated the scent (e.g., gender perception) and texture (e.g., hedonic evaluation). The results demonstrated that participants who sniffed a feminine-labeled (vs. masculine-labeled) scent perceived it as more feminine. However, contrary to our expectations, gender labeling of scent did not influence haptic evaluation. These findings indicate that semantic labeling of scents (i.e., feminine/masculine) may alter the gender perception of a scent but not the tactile evaluation. Practical implications for (online) sensory marketing are discussed.

Olfaction in the Multisensory Processing of Faces: A Narrative Review of the Influence of Human Body Odors

A recent body of research has emerged regarding the interactions between olfaction and other sensory channels to process social information. The current review examines the influence of body odors on face perception, a core component of human social cognition. First, we review studies reporting how body odors interact with the perception of invariant facial information (i.e., identity, sex, attractiveness, trustworthiness, and dominance). Although we mainly focus on the influence of body odors based on axillary odor, we also review findings about specific steroids present in axillary sweat (i.e., androstenone, androstenol, androstadienone, and estratetraenol). We next survey the literature showing body odor influences on the perception of transient face properties, notably in discussing the role of body odors in facilitating or hindering the perception of emotional facial expression, in relation to competing frameworks of emotions. Finally, we discuss the developmental origins of these olfaction-to-vision influences, as an emerging literature indicates that odor cues strongly influence face perception in infants. Body odors with a high social relevance such as the odor emanating from the mother have a widespread influence on various aspects of face perception in infancy, including categorization of faces among other objects, face scanning behavior, or facial expression perception. We conclude by suggesting that the weight of olfaction might be especially strong in infancy, shaping social perception, especially in slow-maturing senses such as vision, and that this early tutoring function of olfaction spans all developmental stages to disambiguate a complex social environment by conveying key information for social interactions until adulthood.

You See What You Smell: Preferential Processing of Chemosensory Satiety Cues and Its Impact on Body Shape Perception

The current study examines neural responses to satiety- and fasting-related volatiles and their effect on the processing of body shapes. Axillary sweat was sampled with cotton pads from 10 individuals after 12 h of fasting, and after having consumed a standard breakfast. Pure cotton pads served as the control. The chemosensory stimuli were presented to 20 participants (via a constant-flow olfactometer) exclusively, and additionally as context to images of overweight and underweight avatars. EEG was recorded (61 electrodes), and chemosensory (CSERPs; P1, N1, P2, P3) and visual event-related potentials (VERPs; N1, P2, P3a, P3b) were analyzed. The amplitudes of all positive CSERP components differed more strongly from cotton in response to chemosensory satiety cues as compared to fasting cues (P1: p = 0.023, P2: p = 0.083, P3: p = 0.031), paralleled by activity within the middle frontal and temporal gyrus. Overweight compared to underweight body shapes tended to elicit larger VERP P2 amplitudes (p = 0.068), and chemosensory satiety cues amplified the VERP amplitudes in response to any body shape (P2, P3a, P3b; all p_s ≤ 0.017) as compared to the cotton control. The results indicate that chemosensory satiety cues transmit complex social information, overriding the processing of analogous visual input.