AHFE Open AccessEffect of Adding Scent Stimuli on Commercial Videos to Enhance Memory
Abstract
Olfactory stimuli are strongly linked to human memory. This paper examines the effects of very short scent stimuli on video advertisements to make audiences remember products. We especially focused on effect of semantic consistency (or inconsistency) between product and scent, and we observed trends of their effects over three weeks. Forty-six university students viewed four fictional beverage commercials (10 seconds each). Four conditions were tested: 1) scent matched to product, 2) mismatched scent, 3) rosemary, and 4) an odorless control. Memory of products was assessed using recognition tests one week and three weeks later. After one week, only the matched scent condition significantly enhanced memory compared to the control, highlighting the importance of semantic consistency for short-term retention. After three weeks, all scent conditions showed higher memory scores than the control, suggesting that olfactory stimulation functions as a contextual retrieval cue over time. Interestingly, the scent inconsistently matched to product got better memory result in three weeks later, implying that its incongruity or novelty may enhance cognitive engagement. These findings indicate that very short olfactory stimuli influence memory differently depending on retention stage and offer practical implications for multisensory advertising design.
Keywords: Memory, Scent, Aroma Olfactory Cognition, Multi-modality
DOI: 10.54941/ahfe1007346
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