Visual priming influences olfactomotor response and perceptual experience of smells.

Whereas contextual influences in the visual and auditory domains have been largely documented, little is known about how chemical senses might be affected by our multisensory environment. In the present study, we aimed to better understand how a visual context can affect the perception of a rather pleasant (floral) and a rather unpleasant (damp) odor. To this end, 19 healthy participants performed a series of tasks including odor detection followed by perceptual evaluations of odor intensity, pleasantness, flowery, and damp characters of both odors presented at 2 different concentrations. A visual context (either congruent or incongruent with the odor; or a neutral control context) preceded odor stimulations. Olfactomotor responses as well as response times were recorded during the detection task. Results showed an influence of the visual context on semantic and motor responses to the target odors. First, congruency between context and odor increased the saliency of the olfactory feature of the memory trace, for the pleasant floral odor only (higher perceived flowery note). Clinical applications of this finding for olfactory remediation in dysosmic patients are proposed. Second, the unpleasant odor remained unaffected by visual primes, whatever the condition. In addition, incongruency between context and odor (regardless of odor type) had a disruptive effect on odor sampling behavior, which was interpreted as a protective behavior in response to expectancy violation. Altogether, this second series of effects may serve an adaptive function, especially the avoidance of, or simply vigilance toward, aversive and unpredictable stimuli.