From sterile labs to rich VR: Immersive multisensory context critical for odors to induce motivated cleaning behavior

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.

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

Communication constitutes the core of human life. A large portion of our everyday social interactions is non-verbal. Of the sensory modalities we use for non-verbal communication, olfaction (i.e., the sense of smell) is often considered the most enigmatic medium. Outside of our awareness, smells provide information about our identity, emotions, gender, mate compatibility, illness, and potentially more. Yet, body odors are astonishingly complex, with their composition being influenced by various factors. Is there a chemical basis of olfactory communication? Can we identify molecules predictive of psychological states and traits? We propose that answering these questions requires integrating two disciplines: psychology and chemistry. This new field, coined sociochemistry, faces new challenges emerging from the sheer amount of factors causing variability in chemical composition of body odorants on the one hand (e.g., diet, hygiene, skin bacteria, hormones, genes), and variability in psychological states and traits on the other (e.g., genes, culture, hormones, internal state, context). In past research, the reality of these high-dimensional data has been reduced in an attempt to isolate unidimensional factors in small, homogenous samples under tightly controlled settings. Here, we propose big data approaches to establish novel links between chemical and psychological data on a large scale from heterogeneous samples in ecologically valid settings. This approach would increase our grip on the way chemical signals non-verbally and subconsciously affect our social lives across contexts.

Olfactory Perception and Presence in a Virtual Reality Food Environment

Virtual reality (VR)'s effectiveness as a medium for training, education, research, entertainment and other uses is based on the fact that users can be deeply immersed and feel present within virtual environments. Olfaction has received less attention regarding its ability to add realism to VR environments. It is important to investigate under which circumstances olfactory stimuli are likely to add to user experience and help achieve the goals of VR applications. This study examined the role of scent in a VR-based buffet restaurant environment. French fry scented oil was administered while participants made a plate of food in the VR Buffet. Participants were asked afterwards to report on smells they perceived. Only 18% of participants perceived the olfactory stimulus, 78% of whom correctly identified it. Perceiving the olfactory stimulus was associated with higher levels of presence in the VR Buffet. Correctly identifying the olfactory stimulus was associated with heightened presence and increased likelihood of choosing french fries from the VR Buffet. These results demonstrate the potential for variability in scent perception and related user experience in VR. Additionally, this study highlights a need for future research into factors that underlie and moderate olfactory perception in VR environments.