How Does Olfactory Memory Work?

Have you ever bought a product the smell of which brought you back to childhood? It has to do with what we call olfactory memory. It is the most primary memory, and it has a great connection with our emotions. We are talking about a power that big brands know well and that they use to push us into consumption.

It is important to point out that smell is a chemical system. Therefore, it is responsible for detecting chemicals that generate aromas in the environment. This treatment is essential for survival because it helps us detect substances that can be dangerous to our life, such as spoiled food.

It is also one of the most effective senses. The reason is as follows: it is more directly in contact with the brain structures that process its information. To complete the odor assimilation process, certain steps must be followed:

• The odor molecules that float in the air reach the nasal passages through the mucous membranes.
• Under the mucous membrane is a layer called the olfactory epithelium. This structure has receptor neurons specialized in the detection of odors.
• Neurons are responsible for sending information to the olfactory bulb. It is a brain structure located just behind the nose.
• The bulb presents sensory receptors, which send messages to structures in the limbic system. This system is responsible for processing emotional information and helps consolidate memories. It also sends information to the dorsal cortex, which helps alter conscious thoughts.

Therefore, the final structures where the information arrives are those which help the olfactory memory to develop. With it, we can relate smells and memories, thus promoting the process of evoking and recognizing multiple aspects of our daily life.

The role of the limbic system

As we know, the limbic system is essential for consolidating information related to olfactory memory. This system is made up of the following structures: tonsil, thalamus, cingulate gyrus, among others. It is linked to involuntary or instinctive responses. It also helps in processing emotional information and endows stimuli with this characteristic.

In the attribution of an emotion, it is the amygdala that takes center stage, since it is immediately activated by an olfactory perception. An emotion can then be attributed to a perfume and a perfume can awaken memories.

This system is one of the oldest in the brain and is responsible for less rational actions. This means that the information consolidated in the olfactory memory can motivate certain decisions without going through the filter of reflection.

The cognitive process involved in olfactory memory

As we know, what we perceive by smell is not easily filtered out from a rational point of view. Smell has an impact on emotional and social aspects. Several processes take place in the brain to consolidate information from olfactory memory. These processes include the following:

• Perception. It consists in capturing the external aroma to identify it and differentiate it from others. The result will be a mental representation of the aroma and it will be linked to a meaning.

• The feeling. Here an interpretation and a subjective representation of this aroma is made. In most cases, we determine whether it is pleasant or unpleasant. The design of this classification is closely linked to the individual, social and cultural variables themselves.
• Emotion. It plays a big role in olfactory memory. As we have seen previously, this memory is mainly processed by our emotional brain. On many occasions, it is easier to evoke emotions from a scent than from another type of memory.
• Associations. In this case, the emotion takes on importance, but is added the presence of a conscious thought. Thus, the aromas are associated with specific situations.
• Storage. It is linked to long-term memory, which is the case with most olfactory information. This process is usually influenced by context and personal characteristics.

Olfactory memory and marketing

This is one of the new approaches to marketing. In this area, aroma and olfactory memory occupy a central place within a company. This approach is generally used to better promote and sell a certain product. The goal is to promote or encourage certain emotions likely to encourage consumption.

In other words, marketing uses one of the senses that most influences the purchasing decision, the sense of smell, which is a powerful driving force for action. To achieve their goal, companies develop an olfactory logo or odotype: consumers will immediately associate the smell with this brand.

It is important that the odotype evokes feelings, values, emotions and memories. Likewise, it must be sufficiently recognizable and distinguishable from other types of odors, in particular from other brands which compete directly. In addition, the odotype gains in value based on its ability to evoke positive memories.

In short, through its channel of direct communication with our decision-making centers, memory plays an important role in our lives. This direct communication is known to large companies who do not hesitate to exploit it, knowing that it is one of the options to awaken our thirst for consumption in the face of rational decision-making.

Our thoughts

Appreciative intelligence is a personal skill that can enable us to live better with ourselves and with others.