Measuring automatic associations between relaxing/energizing feelings and odors

Abstract

The extent to which automatic associations exist between relaxing and energizing feelings and odors is unclear. To investigate this question, we used a modified version of the Implicit Association Test. In this task, participants had to make speeded discrimination responses between stimuli and words related to energizing vs. relaxing feelings. These stimuli were either visual stimuli (i.e., vanilla vs. mint labels in Experiment 1) or olfactory (vanillin vs. menthol in Experiment 2, and two fine fragrances in Experiment 3). In compatible blocks, purportedly related items (e.g., vanillin and a label related to relaxing feelings) shared the same response key, while in incompatible blocks they did not (e.g., vanillin and a word related to energizing feelings). In the three experiments, the participants responded significantly faster in the compatible blocks than in the incompatible ones. The stronger the association between purportedly related items, the faster the participant responds in compatible blocks and the slower in incompatible blocks. Consequently, this differential speed of response supports the existence of associations between the stimuli that were considered to be compatible. This argues for the existence of automatic associations between relaxing/energizing feelings and odors, associations that can influence behavior.