Exploiting Crossmodal Correspondences: Can the Perceived Shape of an Ambient Scent Influence the Perceived Shape of a Product, a Scene, or an Actual Space?

Abstract

Crossmodal correspondences refer to the tendency for features in one sensory modality to be matched or associated with sensory features in another sensory modality (Spence, 2012). For example, some scents are perceived as “round” (e.g., rose), while other scents are perceived as “angular” (e.g., rosemary). In a series of experiments, we 36 Perception 48(2S) investigated the role of ambient scents with different crossmodal correspondences when visually evaluating various types of meaningful stimuli. Specifically, we looked at whether the perceived shape in terms of “roundnessangularity” of environmental scents would alter the perceived shape of other stimuli present in this environment. In a first study, 99 participants evaluated angular and rounded versions of products, while in a second study, 96 participants evaluated two-dimensional renderings of rounded and angular interior environments. Finally, during these studies and one additional study (N ¼ 111), participants also evaluated the actual experimental room they were in. In all studies, participants were either in a situation with no added scent, a “round” or an “angular” ambient scent. Results suggest that environmental scents can indeed affect the perceived shape of other meaningful stimuli present, but also that this depends on both the type of stimulus and the specific task-induced mindset of observers.