Verbal versus olfactory cues: affect in elicited memories

Verbal processing has a reduced role for olfactory stimuli. It is difficult to provide a label for an odor experience. Odor perception can retrieve memories of life events with personal meaning and elicit affective experiences. Odors that have emotionally loaded content could produce older memories. Common odors with well-known names have been used. In Exp. 1 the names were shown, and the subjects were asked to imagine the corresponding odors; subsequently those odorants were presented. In Exp. 2 at first the odorants were presented and subsequently their names, printed one each per white card. The subjects were requested to provide written free associations. At the end of each session they scored a semantic differential. The hypothesis that emotionally loaded associations are more frequent when evoked by odorants seems confirmed, supported also by some reliable differences between the profiles for olfactory verbal stimuli. The evaluation of olfactory stimuli did not differ from one experiment to the other; verbal stimuli, on the contrary, are differently evaluated if the corresponding odorants were presented before or after their labels.