Auditory-olfactory integration: congruent or pleasant sounds amplify odor pleasantness

Even though we often perceive odors while hearing auditory stimuli, surprisingly little is known about auditory-olfactory integration. This study aimed to investigate the influence of auditory cues on ratings of odor intensity and/or pleasantness, with a focus on 2 factors: "congruency" (Experiment 1) and the "halo/horns effect" of auditory pleasantness (Experiment 2). First, in Experiment 1, participants were presented with congruent, incongruent, or neutral sounds before and during the presentation of odor. Participants rated the odors as being more pleasant while listening to a congruent sound than while listening to an incongruent sound. In Experiment 2, participants received pleasant or unpleasant sounds before and during the presentation of either a pleasant or unpleasant odor. The hedonic valence of the sounds transferred to the odors, irrespective of the hedonic tone of the odor itself. The more the participants liked the preceding sound, the more pleasant the subsequent odor became. In contrast, the ratings of odor intensity appeared to be little or not at all influenced by the congruency or hedonic valence of the auditory cue. In conclusion, the present study for the first time provides an empirical demonstration that auditory cues can modulate odor pleasantness.