Is Olfactory Memory Unique?

Maureen Morrin, Rutgers University, USA
May Lwin, Nanyang Technological University, Singapore
Aradhna Krishna, University of Michigan, USA
We contribute to the debate regarding whether or not olfactory memory is unique and distinct from memory associated with the other sensory modalities (e.g., visual, auditory, etc.). We explore this issue in the context of scented consumer products. We find that consumers recall more about scented versus unscented products, but in a competitive context these memories are highly vulnerable to retroactive interference.
[ to cite ]:
Maureen Morrin, May Lwin, and Aradhna Krishna (2011) ,"Is Olfactory Memory Unique?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.