W_PW_104: Exploring the Cross-Modal Effects of Fragrance on Visual Evaluations: An Event-Related Potential (ERP) Study
Wednesday, April 30, 2025 11:45 AM to 1:15 PM · 1 hr. 30 min. (Europe/London)
Poster Zone 3
Traditional poster
ElectroencephalographyFace PerceptionOlfaction
Information
1. Introduction
Previous research from our lab has investigated cross-modal influence of olfactory stimuli on perception and evaluation of self and other face images, demonstrating how pleasant odours can ‘boost’ positive evaluations and influence electrophysiological processing. However, the potential mechanisms by which different fragrances impact processing of images of self and others is still not fully understood.
2. Methods
The present study investigated the neural mechanisms of olfactory-visual processing using electroencephalography (EEG) and subjective evaluations of self- and other-images. 19 female participants viewed validated images of female actors and portraits of themselves in a Serial Visual Presentation Task, being exposed to the fragrance of a marketed body wash (‘pleasant fragrance’) or clean air (‘control’) condition delivered via an olfactometer, while EEG data was recorded. Each image was presented for 1 sec in series of 6 images. Subsequently, participants rated the images on attractiveness, confidence, femininity and glamorousness on visual analogue scales.
3. Approach for statistical analysis
EEG data were pre-processed with the Harvard Automated Processing Pipeline for Electroencephalography (HAPPE), and analysed using EEGlab and FieldTrip software. Event-related potentials (ERPs) associated with onset of face stimuli were analysed to consider interactions between fragrance and self-other image-type. Significant effects were further explored using pairwise comparisons with Bonferroni correction and hypothesis-independent permutation analysis to control for multiple comparisons across timepoints and electrodes. Statistical analyses involved 2x2 within-subjects ANOVAs to examine differences in behavioural and electrophysiological measures across two fragrance conditions (pleasant fragrance vs. clean air) and two face types (self vs. other).
4. Results and conclusions
In the pleasant fragrance condition, subjective ratings of attractiveness, confidence, femininity and glamorousness were greater relative to the clean air condition for self and other face images. ERP components of the EEG involved in face processing revealed a cross-modal fragrance-face interaction. The presence of the pleasant fragrance particularly affected P3 and Late Positive Potential components of ERPs for self-images, which are known for their importance in determining stimuli salience and affective aspects of face processing. The findings further contribute to our understanding of the impact of seemingly unrelated sensory stimuli in the olfactory modality and how these modulate evaluations of oneself and others in the visual domain via rapid cross-modal sensory integration. Our study highlights that fragrances can play an important role beyond olfaction by impacting one’s perception of one’s self.
Previous research from our lab has investigated cross-modal influence of olfactory stimuli on perception and evaluation of self and other face images, demonstrating how pleasant odours can ‘boost’ positive evaluations and influence electrophysiological processing. However, the potential mechanisms by which different fragrances impact processing of images of self and others is still not fully understood.
2. Methods
The present study investigated the neural mechanisms of olfactory-visual processing using electroencephalography (EEG) and subjective evaluations of self- and other-images. 19 female participants viewed validated images of female actors and portraits of themselves in a Serial Visual Presentation Task, being exposed to the fragrance of a marketed body wash (‘pleasant fragrance’) or clean air (‘control’) condition delivered via an olfactometer, while EEG data was recorded. Each image was presented for 1 sec in series of 6 images. Subsequently, participants rated the images on attractiveness, confidence, femininity and glamorousness on visual analogue scales.
3. Approach for statistical analysis
EEG data were pre-processed with the Harvard Automated Processing Pipeline for Electroencephalography (HAPPE), and analysed using EEGlab and FieldTrip software. Event-related potentials (ERPs) associated with onset of face stimuli were analysed to consider interactions between fragrance and self-other image-type. Significant effects were further explored using pairwise comparisons with Bonferroni correction and hypothesis-independent permutation analysis to control for multiple comparisons across timepoints and electrodes. Statistical analyses involved 2x2 within-subjects ANOVAs to examine differences in behavioural and electrophysiological measures across two fragrance conditions (pleasant fragrance vs. clean air) and two face types (self vs. other).
4. Results and conclusions
In the pleasant fragrance condition, subjective ratings of attractiveness, confidence, femininity and glamorousness were greater relative to the clean air condition for self and other face images. ERP components of the EEG involved in face processing revealed a cross-modal fragrance-face interaction. The presence of the pleasant fragrance particularly affected P3 and Late Positive Potential components of ERPs for self-images, which are known for their importance in determining stimuli salience and affective aspects of face processing. The findings further contribute to our understanding of the impact of seemingly unrelated sensory stimuli in the olfactory modality and how these modulate evaluations of oneself and others in the visual domain via rapid cross-modal sensory integration. Our study highlights that fragrances can play an important role beyond olfaction by impacting one’s perception of one’s self.
Theme
Behavioural neuroscience
