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.

Judgements of attractiveness of the opposite sex and nostril differences in self-rated mood: The effects of androstenol

Androstenol has been reported to influence judgements of attractiveness and to affect participants' mood. In the present study, participants were asked to sniff androstenol or a control odour (pure ethanol) unilaterally with the left or right nostril. Subsequently, they rated the attractiveness of photographs of the opposite sex and their own feelings on four mood scales. Participants rated the photographs as significantly more attractive after sniffing androstenol compared with the control odour. This did not depend upon androstenol being perceived as pleasant. Androstenol made male participants feel more lively, and both male and female participants more sexy, when sniffed through the right compared with the left nostril. Participants rated themselves as more irritable and aggressive when exposed to androstenol through the left nostril. The findings are discussed in relation to the effects of arousal on attraction and in the context of current theories of hemispheric differences in emotion.

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

In recent decades, there has been an explosion of research into the crossmodal influence of olfactory cues on multisensory person perception. Numerous peer-reviewed studies have documented that a variety of olfactory stimuli, from ambient malodours through to fine fragrances, and even a range of chemosensory body odours can influence everything from a perceiver's judgments of another person's attractiveness, age, affect, health/disease status, and even elements of their personality. The crossmodal and multisensory contributions to such effects are reviewed and the limitations/peculiarities of the research that have been published to date are highlighted. At the same time, however, it is important to note that the presence of scent (and/or the absence of malodour) can also influence people's (i.e., a perceiver's) self-confidence which may, in turn, affect how attractive they appear to others. Several potential cognitive mechanisms have been put forward to try and explain such crossmodal/multisensory influences, and some of the neural substrates underpinning these effects have now been characterized. At the end of this narrative review, a number of the potential (and actual) applications for, and implications of, such crossmodal/multisensory phenomena involving olfaction are outlined briefly.

A Review of the Benefits of Nature Experiences: More Than Meets the Eye

Evidence that experiences of nature can benefit people has accumulated rapidly. Yet perhaps because of the domination of the visual sense in humans, most research has focused on the visual aspects of nature experiences. However, humans are multisensory, and it seems likely that many benefits are delivered through the non-visual senses and these are potentially avenues through which a physiological mechanism could occur. Here we review the evidence around these lesser studied sensory pathways—through sound, smell, taste, touch, and three non-sensory pathways. Natural sounds and smells underpin experiences of nature for many people, and this may well be rooted in evolutionary psychology. Tactile experiences of nature, particularly beyond animal petting, are understudied yet potentially fundamentally important. Tastes of nature, through growing and consuming natural foods, have been linked with a range of health and well-being benefits. Beyond the five senses, evidence is emerging for other non-visual pathways for nature experiences to be effective. These include ingestion or inhalation of phytoncides, negative air ions and microbes. We conclude that (i) these non-visual avenues are potentially important for delivering benefits from nature experiences; (ii) the evidence base is relatively weak and often based on correlational studies; and (iii) deeper exploration of these sensory and non-sensory avenues is needed.

The Sweet Smell of... Helping: Effects of Pleasant Ambient Fragrance on Prosocial Behavior in Shopping Malls

In a preliminary study, passersby in a large shopping mall were significantly more likely to help a same-sex accomplice (by retrieving a dropped pen or providing change for a dollar) when these helping opportunities took place in the presence of pleasant ambient odors (e.g., baking cookies, roasting coffee) than in the absence of such odors. Participants also reported significantly higher levels of positive affect in the presence of pleasant odors. In a second study, the order in which passersby were exposed to a helping opportunity and rated their current mood was systematically varied. Results similar to those of the first study were obtained; order of task had no effect on either mood or helping, but helping was significantly greater in the presence of pleasant fragrances than in their absence. In addition, there was some evidence that fragrance-induced increments in helping were mediated by increments in positive affect.

On Knowing What You Like and Liking What You Smell: Attitudes Depend on the Form in Which the Object is Represented

Attitudes are learned predispositions to respond in a consistently favorable or unfavorable manner with respect to a given object. Three studies examined whether responses elicited by an attitude object depend on the form in which the object is mentally represented. Subjects indicated their preferences for odors in response to descriptive labels (a symbolic representation) and in response to unlabeled scratch-and-sniff patches (a perceptual representation). The correspondence between ratings of symbolic and perceptual object representations was substantially lower than the reliability of ratings within either representational domain. Accessibility of attitudes (indexed by judgment times) was increased by prior expression of attitudes within the same representational domain but not by prior expression of attitudes in the other domain. Discussion considers the importance of these results for models of attitude structure and function.

Body Odor Based Personality Judgments: The Effect of Fragranced Cosmetics

People can accurately assess various personality traits of others based on body odor (BO) alone. Previous studies have shown that correlations between odor ratings and self-assessed personality dimensions are evident for assessments of neuroticism and dominance. Here, we tested differences between assessments based on natural body odor alone, without the use of cosmetics and assessments based on the body odor of people who were allowed to use cosmetics following their daily routine. Sixty-seven observers assessed samples of odors from 113 odor donors (each odor donor provided two samples - one with and one without cosmetic use); the donors provided their personality ratings, and the raters judged personality characteristics of the donors based on the provided odor samples. Correlations between observers' ratings and self-rated neuroticism were stronger when raters assessed body odor in the natural body odor condition (natural BO condition; r s = 0.20) than in the cosmetics use condition (BO+cosmetics condition; r s = 0.15). Ratings of dominance significantly predicted self-assessed dominance in both conditions (r s = 0.34 for natural BO and r s = 0.21 for BO+cosmetics), whereas ratings of extraversion did not predict self-assessed extraversion in either condition. In addition, ratings of body odor attractiveness and pleasantness were significantly lower in natural BO condition than in BO+cosmetics condition, although the intensity of donors' body odors was similar under both conditions. Our findings suggest that although olfaction seems to contribute to accurate first impression judgments of certain personality traits, cosmetic use can affect assessments of others based on body odor.

“Although Quite Nice, I Was Somehow Not Attracted by That Person”

Individuals who are motivated to find a romantic partner do not only have to detect desirable mating options but also have to prevent becoming committed to attractive but unpromising contacts. We thus propose that an acquisition of highly positive evaluations of already romantically committed opposite-sex others is prevented by self-regulatory processes. In two experiments, positive evaluative conditioning (EC) effects were obtained for facial photos (conditioned stimulus) of other opposite-sex singles when these pictures were paired with positive trait adjectives or odors (unconditioned stimulus). In line with our hypothesis, however, this positive EC effect did not obtain for faces of other persons who were presented as being already involved in a romantic relationship. The results demonstrate that the acquisition of positive attitudes during mate searching is modulated by self-regulatory processes that inhibit the emergence of futile commitments.

Psychology of fragrance use: perception of individual odor and perfume blends reveals a mechanism for idiosyncratic effects on fragrance choice

Cross-culturally, fragrances are used to modulate body odor, but the psychology of fragrance choice has been largely overlooked. The prevalent view is that fragrances mask an individual's body odor and improve its pleasantness. In two experiments, we found positive effects of perfume on body odor perception. Importantly, however, this was modulated by significant interactions with individual odor donors. Fragrances thus appear to interact with body odor, creating an individually-specific odor mixture. In a third experiment, the odor mixture of an individual's body odor and their preferred perfume was perceived as more pleasant than a blend of the same body odor with a randomly-allocated perfume, even when there was no difference in pleasantness between the perfumes. This indicates that fragrance use extends beyond simple masking effects and that people choose perfumes that interact well with their own odor. Our results provide an explanation for the highly individual nature of perfume choice.

The Future of an Applied Evolutionary Psychology for Human Partnerships

There has been significant recent progress in our understanding of human mate choice. We outline several frontiers of rapid cultural change which may increasingly directly affect individual self-evaluation in the mating market, formation and maintenance of long-term partnerships, and potentially reproductive outcome and child health. Specifically, we review evidence for the effects of (1) increasing exposure to mass media, (2) the advent of novel ways to meet potential partners, and (3) cultural influences which may disrupt or alter the expression of evolved mate preferences. We comment on the potential for these effects to influence self-perception and partner-perception, with downstream effects on relationship satisfaction and stability. A common theme emerges, which is that these effects may contribute to relationship dissatisfaction and dissolution, with negative implications for societal change. We then address how we envisage evolutionary psychology research may focus on and offer informed approaches to ameliorate these effects in the future. We picture the development of a field of applied evolutionary psychology, and we suggest that this will increasingly become a central focus for many researchers.

Startle reflex modulation during exposure to pleasant and unpleasant odors

The eyeblink component of the startle response to acoustic probes was measured while subjects smelled pleasant odors, unpleasant odors, or no odor. Peak electromyogram (EMG) 20-90 ms after probe onset was greater during unpleasant than during no odor conditions; EMGs for pleasant odors did not differ from those for no odor. Base tension in orbicularis oculi muscles was also higher during unpleasant odors. The results for unpleasant odors parallel those found in previous studies that have used a variety of methods for producing negatively valenced experiences. The results for pleasant odors diverge from those of most previous studies, which have found startle attenuation during positively valenced experiences. However, the results may be compatible with the suggestion (Lang, Bradley, & Cuthbert, 1992) that the motivational state that modulates startle involves both valence and arousal. Pleasant odors may require appropriate contexts to produce the positive motivational state required for startle attenuation.

EFFECT OF COMPOSITION OF OLFACTORY CUES ON IMPRESSIONS OF PERSONALITY

Ninety female undergraduates participated in an experiment investigating whether composition of three fragrances (perfumes) influenced impressions of personality traits of people who would wear each fragrance. Analysis of covariance with the variance due to liking of the fragrance (a covariate) removed, revealed that fragrance composition influenced impressions of personality. Impressions made of affiliated fragrances (oriental and chypre) were more closely aligned than impression of the dissimilar (floral) fragrance for the multi-item Uninhibited and Traditional Male factors and single item traits such as aggressive, confident, and assertive according to Tukey's tests. The floral fragrance produced significantly (p<.05) lower ratings in these instances. The findings suggest that compositional components of fragrances (olfactory cues) were used in formation of impressions. This has implications for research of the role of olfactory cues in social and professional interactions.

SOCIAL COGNITION AND THE STUDY OF CLOTHING AND HUMAN BEHAVIOR

This paper integrates theoretical and methodological perspective involved with research in social cognition with literature from the clothing and human behavior area. It is found that theory and research from cognitive psychology serve as a suitable and relevant framework for the study of clothing and human behavior. Recommendations are made to researchers with regards to the effective integration of these two areas.