Exploring the superadditive effects of scent and pictures on verbal recall: An extension of dual coding theory†

May O. Lwin, Maureen Morrin, Aradhna Krishna

Journal of Consumer Psychology · 2010 · Volume 20 · Issue 3

DOI: 10.1016/j.jcps.2010.04.001

Abstract

This research extends the dual coding theory of memory retrieval (Paivio 1969, 2007) beyond its traditional focus on verbal and pictorial information to olfactory information. We manipulate the presence or absence of olfactory and pictorial stimuli at the time of encoding (study 1) or retrieval (study 2) and measure the impact on verbal recall. After a time delay, scent enhances recall of verbal information, and scent-based retrieval cues potentiate the facilitative effect of pictures on recall. These results cannot be attributed merely to increased elaboration at the time of exposure.

Keywords

Dual coding theory, Sensory, Scent, Pictures, Memory

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