More Data, Please: Machine Learning to Advance the Multidisciplinary Science of Human Sociochemistry

Past, Present, and Future of Human Chemical Communication Research

Although chemical signaling is an essential mode of communication in most vertebrates, it has long been viewed as having negligible effects in humans. However, a growing body of evidence shows that the sense of smell affects human behavior in social contexts ranging from affiliation and parenting to disease avoidance and social threat. This article aims to (a) introduce research on human chemical communication in the historical context of the behavioral sciences; (b) provide a balanced overview of recent advances that describe individual differences in the emission of semiochemicals and the neural mechanisms underpinning their perception, that together demonstrate communicative function; and (c) propose directions for future research toward unraveling the molecular principles involved and understanding the variability in the generation, transmission, and reception of chemical signals in increasingly ecologically valid conditions. Achieving these goals will enable us to address some important societal challenges but are within reach only with the aid of genuinely interdisciplinary approaches.

No Evidence for an Effect of the Smell of Hexanal on Trust in Human-Robot Interaction

The level of interpersonal trust among people is partially determined through the sense of smell. Hexanal, a molecule which smell resembles freshly cut grass, can increase trust in people. Here, we ask the question if smell can be leveraged to facilitate human-robot interaction and test whether hexanal also increases the level of trust during collaboration with a social robot. In a preregistered double-blind, placebo-controlled study, we tested if trial-by-trial and general trust during perceptual decision making in collaboration with a social robot is affected by hexanal across two samples (n = 46 and n = 44). It was hypothesized that unmasked hexanal and hexanal masked by eugenol, a molecule with a smell resembling clove, would increase the level of trust in human-robot interaction, compared to eugenol alone or a control condition consisting of only the neutral smelling solvent propylene glycol. Contrasting previous findings in human interaction, no significant effect of unmasked or eugenol-masked hexanal on trust in robots was observed. These findings indicate that the conscious or nonconscious impact of smell on trust might not generalise to interactions with social robots. One explanation could be category- and context-dependency of smell leading to a mismatch between the natural smell of hexanal, a smell also occurring in human sweat, and the mechanical physical or mental representation of the robot.

The digital scent device as a new concept for olfactory assessment

BACKGROUND

There are major challenges in olfactory measurements in clinical practice; therefore, a handheld digital scent device (DSD; Noar MultiScent 20) was developed as a tablet with an integrated storage system for odors. The DSD is a self-administered, handheld device that controls the duration of odor release to the nasal cavity through a touchscreen digital interface with automatic database generation. In this study we aimed to determine the feasibility of this DSD as an olfactory assessment test.

METHODS

We recruited 180 participants (age [mean ± standard deviation], 34.58 ± 9.71 years; 114 women and 66 men) to participate in smell tests using both the DSD and the 40-item Smell Identification Test (SIT-40), which contained the same type and order of odors and the same multiple-choice answers. The scores were compared and evaluated for correlation between the tests, and test-retest reliability was calculated.

RESULTS

The DSD test scores were higher than the SIT-40 scores (median [interquartile range], 32 [5.0] vs 31 [7.0]; p = 0.005). The completion time was less for the DSD test than for the SIT-40 (12.5 [5.0] vs 16 [6.0] minutes; p < 0.001). The tests were strongly correlated (Spearman rho = 0.74; p < 0.001) and exhibited a high level of agreement (Bland-Altman regression coefficient = 0.672; p = 0.003). The DSD test-retest reliability coefficient was 0.820.

CONCLUSION

The DSD is feasible as an olfactory assessment test. The digitalization of olfactory assessment combined with data science may enable new research perspectives in the field of olfaction.

The role of fragrance and self-esteem in perception of body odors and impressions of others

Human sweat odor serves as social communication signal for a person’s traits and emotional states. This study explored whether body odors can also communicate information about one’s self-esteem, and the role of applied fragrance in this relationship. Female participants were asked to rate self-esteem and attractiveness of different male contestants of a dating show, while being exposed to male participant’s body odors differing in self-esteem. High self-esteem sweat was rated more pleasant and less intense than low self-esteem sweat. However, there was no difference in perceived self-esteem and attractiveness of male contestants in videos, hence explicit differences in body odor did not transfer to judgments of related person characteristics. When the body odor was fragranced using a fragranced body spray, male contestants were rated as having higher self-esteem and being more attractive. The finding that body odors from male participants differing in self-esteem are rated differently and can be discriminated suggests self-esteem has distinct perceivable olfactory features, but the remaining findings imply that only fragrance affect the psychological impression someone makes. These findings are discussed in the context of the role of body odor and fragrance in human perception and social communication.

Smells in Sustainable Environments: The Scented Silk Road to Spending

Humanity's demand for ecological resources and services exceeds what earth can regenerate in that year, creating an urgent need for more sustainable behavior. Here, the focus is on a particular factor that so far has been overlooked in facilitating sustainable behavior, namely smell. The two-fold aim of this study was (i) to investigate whether ambient scent could enhance customers' subjective experience and spending behavior in a sustainable environment, and (ii) to elucidate the affective and cognitive pathways from scent to spending. To test this, a double-blind field experiment was designed where customers of a second-hand clothing store (N = 57) could face one of three conditions: fresh linen scent (pleasant and semantically priming "clean clothing" increasing the products' value), vanilla sandalwood scent (pleasant control odor), or regular store odor (odorless control). Buttressed by prior research, the fresh linen scent was expected to cause the strongest increase in spending behavior due to its positive semantic association with the product (i.e., clean clothing). The results indeed showed that fresh linen scent almost doubled consumer spending vs. the odorless control and the pleasant control odor. Other factors potentially affecting consumer behavior (e.g., weekday, weather, odor awareness) were uncorrelated. Whereas a conceptually-driven mediation analysis showed that only fresh linen scent increased mood and evaluations of the store, staff, and products, these variables did not mediate the relation between scent and spending. An explorative structural equation model suggested cognitive priming to be mainly responsible for increasing consumers' spending in the fresh linen condition by enhancing the general store evaluation. Further support is needed to corroborate the indirect findings that specific scents can follow a "cold" semantic road and a "hot" affective road to spending. At minimum, consumers are no "zombies" that empty their pockets in the presence of whatever odor; the smell needs to have a meaningful link to the (sustainable) context at hand to influence consumer behavior.