Effect of smell presentation on individuals with regard to eye catching and memory

Abstract

SUMMARYIf a person's eyes are more strongly attracted to target objects by matching a smell to an important scene of a movie or a commercial image, the value of the image content will rise. In this paper, we attempt to describe an image system that can also present smells, and the reason for the improvement, as indicated by gaze point analysis, in the presence of smell that is matched to an image. The relationship between the eye-catching ability and the position of the object of viewing was examined using images with a scene in which someone eats three kinds of fruits. These objects were gazed at for a long time on release of their scents. When the smell was not released, the gaze moved actively in an attempt to receive a lot of information from the entire screen. On the other hand, when the smell was inserted, the subjects became interested in the object and there was a tendency for their gaze to stay within the narrow area surrounding the image. We also investigated the effect on the memory of attaching smells to the flowers in a virtual flower shop by using an immersive virtual reality system (HoloStage TM ). Memorization was easier than with the scentless case. It appears that viewers obtain information actively by reacting to smell.

Scent marketing: a bibliographic review

“…En su gran mayoría se concentró en estudiantes universitarios, dada la facilidad de ubicación y aceptación por los incentivos entregados (Mitchell et al, 1995;Spangenberg et al, 1996;Holland et al, 2005;Bosmans, 2006;Vinitzky & Mazursky, 2011;Lwin & Morrin, 2012;Herrmann et al, 2013). El número mínimo de personas estudiadas fue 12 (Tomono et al, 2011) y el número máximo 402 (Herrmann et al, 2013). Sin embargo, en comparación al número de personas de los estudios en condiciones reales, son significativamente menores.…”

“…El tipo de estímulo más utilizado fue el visual, mediante videos y fotografías (Knasko, 1995;Morrin & Ratneshwar, 2003;Bosmans, 2006;Parsons, 2009;Seo et al, 2010;Tomono et al, 2011;Lwin & Morrin, 2012;Ghinea & Ademoye, 2012). También es relevan-te la interacción propuesta entre el aroma y el proceso de compra como tal (Mitchell et al, 1995;Spangenberg et al, 1996;Lee et al, 2011;Vinitzky & Mazursky, 2011).…”

System for Presenting and Creating Smell Effects to Video

“…Therefore, some attempts to integrate videos with odors have been done. Videos accompanied by odors increase viewer concentration and retention of the video [13]. Furthermore, odors added to videos enable to increase viewer immersion.…”

Eyewitness Identification Accuracy: The Influence of Olfactory Stimuli Used as a Form of Context Reinstatement

“…Olfactory stimuli used as a form of CR was examined in the current study because the olfactory cortex is connected to regions of the brain where various memory processes occur (i.e., the hippocampus and amygdala; Herz & Engen, 1996). Additionally, olfactory stimuli are information that humans tend to easily recognize and remember (Schab, 1991;Tomono, Kanda, & Otake, 2011). As smell and memory are closely associated, it was anticipated that scent would have a strong effect on eyewitness accuracy when used as a form of context reinstatement.…”

“…This supports that there is a strong connection between the visual and olfactory systems in the brain and that visual stimuli that correspond to a scent can enhance olfactory perception. Tomono, Kanda, and Otake (2011) were interested in examining how an individual's attention to images is influenced by smell presentation. This was done by having participants view various images on a screen.…”