Using Ambient Scent to Enhance Well-Being in the Multisensory Built Environment

Multisensory contributions to skin-cosmetic product interactions

The human face is one of the most salient regions of the body surface. Ratings of facial attractiveness, as well as judgements of a person's age, are influenced by the appearance of facial skin (not to mention the presence/absence of wrinkles). Unsurprisingly, many consumers spend huge amounts of money on trying to protect, maintain, and/or enhance their facial appearance. As highlighted by the evidence presented in this narrative review, both the skin and the cosmetic products that many consumers use are fundamentally multisensory in nature. The complex interaction between the particular skin site stimulated and the multisensory attributes of the product (e.g., when it is applied) can exert a number of effects on an individual's mood, their emotions, as well as on their self-perception (and self-confidence), over-and-above any functional effects that the cream or lotion may have on the skin itself. In this narrative historical review, the literature on the multisensory perception of facial skin is summarized and critically evaluated. Multisensory interactions taking place between the cosmetic product, its packaging, as well as its use/application at the sensory, cognitive, and emotional levels are all discussed.

Narrative historical review of scratch-and-sniff books and their key storytelling features

This conceptual paper examines the use of odours and scents in books to enhance storytelling and engage readers. While books often possess a distinctive smell linked to their material production, the intentional use of scents in books is rare. Our study focuses on scratch-and-sniff books, examining their narrative purposes and contributions to young children's literature. We conduct a narrative historical review, supplemented by a systematic search of databases, online catalogues and lists, to identify a collection of these scented books. Through this review, we explore the extent to which these books represent a unique category of children's picture books, investigating how their features align with theoretical understandings of quality characteristics in children's literature and the role of olfactory cues in storytelling. We address why most scented books target younger readers and discuss possible reasons for the absence of scented books for an adult readership. This intriguing asymmetry contrasts the use of scent in other media (such as film, theatre or virtual reality), often directed toward adults. In addition, this review sheds light on the innovative use of scents in books and their impact on reader immersion and narrative experience. Finally, we consider possible future uses of scent in the context of digital books (ebooks).

Enhancing Odor Analysis with Gas Chromatography-Olfactometry (GC-O): Recent Breakthroughs and Challenges

Gas chromatography-olfactometry (GC-O) has made significant advancements in recent years, with breakthroughs in its applications and the identification of its limitations. This technology is widely used for analyzing complex odor patterns. The review begins by explaining the principles of GC-O, including sample preparation, separation methods, and olfactory evaluation techniques. It then explores the diverse range of applications where GC-O has found success, such as food and beverage industries, environmental monitoring, perfume and aroma development, and forensic analysis. One of the major breakthroughs in GC-O analysis is the improvement in separation power and resolution of odorants. Techniques like rapid GC, comprehensive two-dimensional GC, and multidimensional GC have enhanced the identification and quantification of odor-active chemicals. However, GC-O also has limitations. These include the challenges in detecting and quantifying trace odorants, dealing with matrix effects, and ensuring the repeatability and consistency of results across laboratories. The review examines these limitations closely and discusses potential solutions and future directions for improvement in GC-O analysis. Overall, this review presents a comprehensive overview of the recent advances in GC-O, covering breakthroughs, applications, and limitations. It aims to promote the wider usage of GC-O analysis in odor analysis and related industries. Researchers, practitioners, and anyone interested in leveraging the capabilities of GC-O in analyzing complex odor patterns will find this review a valuable resource. The article highlights the potential of GC-O and encourages further research and development in the field.

Orthonasal olfactory influences on consumer food behaviour

It is often suggested in the popular press that food chains deliberately introduce enticing product aromas into (and in the immediate vicinity of) their premises in order to attract customers. However, despite the widespread use of odours in the field of sensory marketing, laboratory research suggests that their effectiveness in modulating people's food behaviours depends on a range of contextual factors. Given the evidence that has been published to date, only under a subset of conditions is there likely to be a measurable effect of the presence of ambient odours on people's food attitudes and choices. This narrative historical review summarizes the various ways in which food odours appear to bias people's food preferences (appetite) and food choices (food consumption and purchase). Emphasis is placed on those experimental studies that have been designed to investigate how the characteristics of the olfactory stimuli (e.g., the congruency between the olfactory cues and the foods, intensity and duration of exposure to odours, and taste properties of odours) modulate the effects of olfactory cues on food behaviour. The review also explores the moderating roles of individual differences, such as dietary restraint, Body Mass Index (BMI), genetic and cultural differences in odour sensitivity and perception. Ultimately, following a review of empirical studies on food-related olfaction, current approaches in scent marketing are discussed and a research agenda is proposed to help encourage further studies on the effective application of scents in promoting healthy foods.

Relaxing effects of music and odors on physiological recovery after cognitive stress and unexpected absence of multisensory benefit

Several studies have described, often separately, the relaxing effects of music or odor on the autonomic nervous system (ANS) activity. Only a few studies compared the presentation of these stimuli and their interaction within a same experimental protocol. Here, we examined whether relaxing music (slow-paced classical pieces) and odor (lavender essential oil) either presented in isolation or in combination would facilitate physiological recovery after cognitive stress. We continuously recorded the electrocardiogram to assess the high-frequency component of heart rate variability (HF-HRV), an index of parasympathetic activity, and electrodermal activity (EDA), an index of sympathetic activity, 10 min before, during and 30 min after a cognitive stress (i.e., completing timely constrained cognitively demanding tasks) in 99 participants allocated to four recovery conditions (control N = 26, music N = 23, odor N = 24, music+odor N = 26). The stressing event triggered both a significant increase in EDA and decrease in HF-HRV (compared to baseline). During the recovery period, the odor elicited a greater decrease in EDA compared to an odorless silent control, whereas no difference in HRV was observed. Conversely, during this period, music elicited a greater increase in HF-HRV compared to control whereas no difference in EDA was observed. Strikingly, in the multimodal music+odor condition, no beneficial effect was observed on ANS indexes 30 min after stress. Overall, our study confirms that both olfactory and musical stimuli have relaxing effects after stress on ANS when presented separately only, which might rely on distinct neural mechanisms and autonomic pathways.

Nature, smells, and human wellbeing

The link between nature and human wellbeing is well established. However, few studies go beyond considering the visual and auditory underpinnings of this relationship, even though engaging with nature is a multisensory experience. While research linking smell to wellbeing exists, it focuses predominantly on smells as a source of nuisance/offence. Smells clearly have a prominent influence, but a significant knowledge gap remains in the nexus of nature, smell, and wellbeing. Here, we examine how smells experienced in woodlands contribute to wellbeing across four seasons. We show that smells are associated with multiple wellbeing domains, both positively and negatively. They are linked to memories, and specific ecological characteristics and processes over space/time. By making the link between the spatiotemporal variability in biodiversity and wellbeing explicit, we unearth a new line of enquiry. Overall, the multisensory experience must be considered by researchers, practitioners, policy-makers and planners looking to improve wellbeing through nature.

Sensehacking the guest's multisensory hotel experience

This narrative review discusses the literature on contemporary sensory marketing as it applies to hotel design. The role of each of the guest's senses in the different stages of the customer journey are highlighted, and the functional benefits (to the guest's multisensory experience), and likely commercial gains, of engaging more effectively with the guest's non-visual senses, both individually, and in combination, are reviewed. While the visual elements of hotel design are undoubtedly important, the hotelier neglects the non-visual senses at their peril, given the negative effect of poor design on the customers' overall multisensory experience (and ratings). A number of the crossmodal effects and multisensory interactions that have been suggested to modulate the guest's experience of hotels (and resorts) are discussed. Mention is also made of the nature effect/biophilic design and how it is increasingly being incorporated in total design to help deliver on guest/customer well-being; the latter is a theme that has grown rapidly in relevance for those working in the hospitality sector. Taken together, there are numerous opportunities for hotel managers to 'sensehack' their guests' multisensory experiences through environmental psychology The originality of this review stems from the analysis of the hierarchy of the guest's senses and an explanation of how multisensory interactions affect sensory marketing in the design of hotel experiences for guests.

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).

Long-Term Exposure to Essential Oils and Cardiopulmonary Health from a Population-Based Study

It is still unknown whether long-term inhalation of indoor air pollutants from ambient essential oil is associated with increased cardiopulmonary events. We recruited 200 healthy homemakers to conduct a prospective observation study in Northern Taiwan. We measured heart rate (HR), systolic blood pressure (SBP), diastolic BP (DBP), peak expiratory flow rate (PEFR), and indoor air pollutants four times per year for each participant between 2008 and 2018. Moreover, a questionnaire related to essential oil usage, home characteristics, and health status was filled out with each participant. The association between essential oil usage and cardiopulmonary health was determined using mixed-effects models. The mixed-effects models showed a significant association between essential oil usage and adverse cardiopulmonary effects including increased HR and BP and decreased % predicted PEFR among participants with heavy use of essential oils. No significant association between essential oils usage and adverse cardiopulmonary effects was observed among participants without essential oils usage or participants with mild use of essential oils (less than one hour per day). We concluded that exposure to indoor air pollution related to essential oils was associated with adverse cardiopulmonary effects among participants with essential oil usage more than one hour per day.

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.

Should Panelists Refrain from Wearing a Personal Fragrance Prior to Sensory Evaluation? The Effect of Using Perfume on Olfactory Performance

It is typically recommended that panelists should refrain from wearing personal fragrances, such as perfume or cologne, prior to sensory evaluation. Interestingly, no study has been reported as to whether panelists’ perceptions of test samples could be affected by personal fragrances worn by themselves. The objective of this study was, therefore, to determine the effect of such a personal fragrance on olfactory performance. Nineteen untrained participants were screened, recruited for, and underwent the Sniffin’ Sticks test designed for measuring olfactory performances that included the odor threshold, discrimination, and identification (TDI). The olfactory performance tasks were conducted under three fragrance level conditions: (1) control (no fragrance), (2) just-about-right (JAR), and (3) excessive, with a preliminary study used to identify both the JAR and excessive fragrance levels. The results showed that the odor discrimination, odor threshold, and combined TDI performances were significantly lowered in the two conditions with the perfume fragrance, while the odor identification performance exhibited no significant differences across all three conditions. These findings provide empirical evidence that even low to moderate levels of personal fragrance can significantly reduce individuals’ olfactory capabilities, possibly subsequently altering the perception of test samples during sensory evaluation.

Real and Imagined Smellscapes

The smellscape is the olfactory environment as perceived and understood, consisting of odours and scents from multiple smell sources. To what extent can audiovisual information evoke the smells of a real, complex, and multimodal environment? To investigate smellscape imagination, we compared results from two studies. In the first, onsite participants (N = 15) made a sensory walk through seven locations of an open-air market. In the second, online participants (N = 53) made a virtual walk through the same locations reproduced with audio and video recordings. Responses in the form of free-form verbal annotations, ratings with semantic scales, and a 'smell wheel', were analysed for environmental quality, smell source type and strength, and hedonic tone. The degree of association between real and imagined smellscapes was measured through canonical correlation analysis. Hedonic tone, as expressed through frequency counts of keywords in free-form annotations was significantly associated, suggesting that smell sources might generally be correctly inferred from audiovisual information, when such imagination is required. On the other hand, onsite ratings of olfactory quality were not significantly associated with online ratings of audiovisual reproductions, when participants were not specifically asked to imagine smells. We discuss findings in the light of cross-modal association, categorisation, and memory recall of smells.

Musical Scents: On the Surprising Absence of Scented Musical/Auditory Events, Entertainments, and Experiences

The matching of scents with music is both one of the most natural (or intuitive) of crossmodal correspondences and, at the same time, one of the least frequently explored combinations of senses in an entertainment and multisensory experiential design context. This narrative review highlights the various occasions over the last century or two when scents and sounds have coincided, and the various motivations behind those who have chosen to bring these senses together: This has included everything from the masking of malodour to the matching of the semantic meaning or arousal potential of the two senses, through to the longstanding and recently-reemerging interest in the crossmodal correspondences (now that they have been distinguished from the superficially similar phenomenon of synaesthesia, with which they were previously often confused). As such, there exist a number of ways in which these two senses can be incorporated into meaningful multisensory experiences that can potentially resonate with the public. Having explored the deliberate combination of scent and music (or sound) in everything from "scent-sory" marketing through to fragrant discos and olfactory storytelling, I end by summarizing some of the opportunities around translating such unusual multisensory experiences from the public to the private sphere. This will likely be via the widespread dissemination of sensory apps that promise to convert (or translate) from one sense (likely scent) to another (e.g., music), as has, for example already started to occur in the world of music selections to match the flavour of specific wines.

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.

Recent Advances in Smellscape Research for the Built Environment

The interrelationships between humans, smells and the built environment have been the focus of increasing numbers of research studies in the past ten years. This paper reviews these trends and identifies the challenges in smellscape research from three aspects: methodological approaches, artistic design interventions and museum practices, and odour policy making. In response to the gaps and challenges identified, three areas of future research have also been identified for this field: smell archives and databases, social justice within odour control and management, and research into advanced building materials.

A New Classification of Perceptual Interactions between Odorants to Interpret Complex Aroma Systems. Application to Model Wine Aroma

Although perceptual interactions are usually mentioned and blamed for the difficulties in understanding the relationship between odorant composition and aromatic sensory properties, they are poorly defined and categorised. Furthermore, old classifications refer mainly to effects on the odour intensity of the mixture of dissimilar non-blending odours and do not consider odour blending, which is one of the most relevant and influential perceptual interactions. Beginning with the results from classical studies about odour interaction, a new and simple systematic is proposed in which odour interactions are classified into four categories: competitive, cooperative, destructive and creative. The first categories are most frequent and display a mild level of interaction, being characterised mostly by analytical processing. The last two are less frequent and activate (or deactivate) configurational processes of object recognition with deep effects on the quality and intensity of the perception. These interactions can be systematically applied to interpret the formation of sensory descriptors from the odorant composition, suggesting that qualitatively the system works. However, there is a lack of quantitative data to work with odour intensities reliably, and a pressing need to systematise the effects of creative interactions.

Scent in Motion: On the Multiple Uses of Ambient Scent in the Context of Passenger Transport

There is undoubtedly growing interest in the role of scent in the design of multisensory experiences. However, to date, the majority of the research has focused on its use in the (static) built environment. As highlighted by this narrative review, somewhat different challenges and opportunities arise just as soon as one starts to consider olfaction in the case of transportation–what might be called “scent in motion.” For instance, levels of anxiety/stress while traveling are often higher (especially in the case of air travel), while, at the same time, the passenger's personal space is frequently compromised. Four key functional roles for scent in the context of passenger transportation are outlined. They include the masking of malodour, the introduction of branded signature scents, short-term olfactory marketing interventions, and the functional use of scent to enhance the experience of travel. In the latter case, one might consider the use of scent to help reduce the stress/anxiety amongst airplane passengers or to give the impression of cleanliness. Meanwhile, in the case of driving, scents have been suggested as an inoffensive means of alerting/relaxing the driver and may also help tackle the problem of motion sickness. The specific challenges associated with scent in motion are reviewed and a number of future opportunities highlighted.

Aromachology and Customer Behavior in Retail Stores: A Systematic Review

Interest in the use of scents in retail environments for creating better customer experiences is growing. Yet, knowledge of the effectiveness of aromachology to affect actual customer behavior and ultimately increase turnover is incomplete, as published results present inconsistencies and are often based on highly controlled environments rather than actual store environments. Situated within this context, this paper offers a systematic review on research in aromachology with a focus on effects on actual customer behavior in actual retail environments. As expected, the available research on actual environments (relative to laboratory-based studies) is limited, with only 20 articles meeting the inclusion criteria. While reported results are, overall, indicative of the positive effects of scent on customers’ emotional states and on their in-store behavior (dwell time, product choices) and attitudes (purchase intention, intention to revisit), several critical issues with the available literature emerged. These pertain primarily to a lack of sufficient methodological details (specifically on the scents, their compositions, intensity and methods of delivery), a narrow focus on scents without considering interactions with other atmospherics factors, and a general disregard of individual differences in olfaction. The review provides suggestions for addressing these shortcomings and improving the quality and actionability of this line of research.

Scenting Entertainment: Virtual Reality Storytelling, Theme Park Rides, Gambling, and Video-Gaming

There has long been interest in both the tonic and phasic release of scent across a wide range of entertainment settings. While the presentation of semantically congruent scent has often been used in order to enhance people's immersion in a particular context, other generally less successful attempts have involved the pulsed presentation of a range of scents tied to specific events/scenes. Scents have even been released in the context of the casino to encourage the guests to linger for longer (and spend more), at least according to the results of one controversial study. In this narrative review, I want to take a closer look at the use of scent in a range of both physical and digital environments, highlighting the successes (as in the case of scented theme park rides) and frequent failures (as, seemingly, in the context of scent-enabled video games). While digitally inducing meaningful olfactory sensations is likely to remain a pipe dream for the foreseeable future, the digital control of scent release/delivery provides some limited opportunities to enhance the multisensory experience of entertainment. That said, it remains uncertain whether the general public will necessarily perceive the benefit, and hence be willing to pay for the privilege.

Garden Smellscape-Experiences of Plant Scents in a Nature-Based Intervention

This study explores how participants suffering from stress-related mental disorders describe their perception, interaction, and lived experience of garden smellscape during their nature-based rehabilitation. Natural elements, and especially nature smells, have been found to have a profound effect on stress reduction, suggesting an interesting link between odor in nature and stress reduction. The study was conducted as a longitudinal case-study, running over a period of 5 years, investigating participants' perceptions of a garden smellscape, after completing a 12-weeks nature-based rehabilitation in Alnarp Rehabilitation Garden, Sweden. All participants were treated for stress-related mental disorders. Data were collected through retrospective semi-structured individual interviews and analyzed according to interpretative phenomenological analysis. The results revealed in what way nature odor (odor in nature) evoked associations, emotions, and physical reactions and provide examples of how nature scents function as a catalyst for sensory awareness and memories. Findings supported the understanding that experiencing the smell of plants, especially pelargonium, may facilitate stress reduction and support mental recovery in a real-life context. The results of the study can be used for several purposes; thus, they are relevant for actors within the development of nature-based therapy, as well as stakeholders within the horticultural industry.

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.

Scent in the Context of Live Performance

Ambient smell has long been a feature of live performance, no matter whether its presence was intentional or not. While, once upon a time, the incidental presence of malodour was an inevitable feature of proceedings, the deliberate use of scent can actually be traced all the way back to the earliest rituals. This review attempts to trace the long history of scent's use in processions, pageants, and, most important, performance. From Shakespeare's time onward, scent has been used as an atmospheric/ambient cue. It has been used to create a certain mood, to trigger memories/nostalgia, and, on occasion, it has also served a narrative role. While the use of scent has often been merely illustrative (or pleonastic), there have been numerous occasions where olfactory stimulation has taken on a far more important evaluative role, critical or otherwise. Most often, this has been in the theatre, but also on occasion in the context of the opera, musical, ballet, and comedy too. In recent years, there has been a resurgence of interest in scenting live performance/entertainment, especially in the context of highly immersive and experiential multisensory events. While high-tech solutions to scent delivery have been a prominent feature of its use in the cinema, low-tech solutions have more often been incorporated in the live-performance setting. This and a number of other important differences between scent's use in the theatrical versus cinematic setting are highlighted.