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Odor and color are strongly associated. Numerous studies demonstrate consistent odor-color associations, as well as effects of color on odor perception and language. Yet, we know little about how these associations arise. Here, we test whether language is a possible mediator of odor-color associations, specifically whether odor-color associations are mediated by implicit odor naming. In two experiments, we used an interference paradigm to prevent the verbalization of odors during an odor-color matching task. If participants generate color associations subsequent to labeling an odor, interfering with verbalization during the task should affect the ability to make color associations. In Experiment 1, contrary to our hypothesis, verbal interference did not affect odor-color matches. However, since performance accuracy on the verbal interference task was high, it is possible our task did not sufficiently disrupt verbal processing. In Experiment 2, we, therefore, used an active verbal interference task, and still found no difference across interference conditions. Odor naming accuracy, odor familiarity, and odor pleasantness, however, did predict odor-color matches. This suggests that although color associations are related to semantic factors, they are not generated by recruiting odor labels in the moment. Overall, our results do not provide evidence that language plays an online role in odor-color associations, instead, they are consistent with the claim that language may have shaped associations during development., (© 2023 The Authors. Cognitive Science published by Wiley Periodicals LLC on behalf of Cognitive Science Society (CSS).)

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., Competing Interests: The authors have read the journal’s policy and have the following competing interests: Unilever provided financial support for supplies and participant remuneration and material support by supplying fragranced (test product) body sprays in cans free of labels. IG and MS are employees of Unilever. This does not alter the adherence to PLOS ONE policies on sharing data and materials. A Unilever marketed product was used as body spray in the fragranced condition, but without a label or further identification. There are no patents, products in development, or other marketed products associated with this research to declare.

Experts have better memory for items within their domain of expertise. Critically, this does not depend on more efficient use of language. However, this conclusion is based mainly on findings from experts in visual and auditory domains. Olfactory experts constitute an interesting potential counterexample since language has been implicated to be critically involved in odor memory in previous studies. We examined the role language plays in odor recognition memory for wine experts, who typically display better wine odor memory than novices and who are also able to name odors better than lay people. This suggests wine experts' superior recognition memory for odors may be verbally mediated. In 2 experiments, recognition memory for wine odors, wine-related odors, and common odors was tested in wine experts and novices. The use of language was manipulated in Experiment 1 with an overt naming versus no-naming condition, and in Experiment 2, with a verbal interference task inhibiting covert verbalization. Across the two experiments the results showed wine experts have better recognition memory for wines, but not for wine-related or common odors, indicating their memory advantage is expertise specific. Critically, this effect was not verbally mediated, as there was no relationship between experts' ability to name wines and their memory for them. Likewise, directly inhibiting online use of verbalization did not affect memory for wine odors in experts. In sum, once expertise has been acquired, language does not play a causal role in recognition memory for odors. (PsycInfo Database Record (c) 2021 APA, all rights reserved).

The tendency to match different sensory modalities together can be beneficial for marketing. Here we assessed the effect of sound-odor congruence on people's attitude and memory for products of a familiar and unfamiliar brand. Participants smelled high- and low-arousal odors and then saw an advertisement for a product of a familiar or unfamiliar brand, paired with a high- or low-arousal jingle. Participants' attitude towards the advertisement, the advertised product, and the product's brand was measured, as well as memory for the product. In general, no sound-odor congruence effect was found on attitude, irrespective of brand familiarity. However, congruence was found to affect recognition: when a high-arousal odor and a high-arousal sound were combined, participants recognized products faster than in the other conditions. In addition, familiar brands were recognized faster than unfamiliar brands, but only when sound or odor arousal was high. This study provides insight into the possible applications of sound-odor congruence for marketing by demonstrating its potential to influence product memory.