Pimentel Oriente, Chuquichambi Erick G, Spence Charles, Velasco Carlos
Basque Culinary Centre, Spain.
Centre for Multisensory Marketing, Department of Marketing, BI Norwegian Business School, Norway.
Perception. 2025 Sep;54(9):689-714. doi: 10.1177/03010066251342011. Epub 2025 Jun 3.
This research investigates crossmodal correspondences between auditory stimuli, specifically musical modes, and olfactory mental imagery, represented by fragrance families. Building on the emerging literature on crossmodal correspondences, this research explores different mechanisms that might help to explain these crossmodal correspondences such as their shared connotative meaning and identity-based meaning. The first study evaluated the fragrance families and subfamilies and musical modes and assessed potential mechanisms behind these associations. The second study examined the associations between the musical modes and fragrance families and subfamilies through a matching task. The results revealed consistent matches between different musical modes and corresponding fragrance families and subfamilies, indicating a crossmodal association between auditory and olfactory mental imagery. What is more, major modes were perceived as brighter and less intense, and were more liked than minor modes, with floral and fresh fragrances similarly rated as brighter and more liked than oriental and woody fragrances. These results suggest that crossmodal correspondences between auditory and olfactory stimuli are influenced by brightness, intensity, and hedonic factors. Understanding such crossmodal associations can potentially benefit various fields, including marketing, product design, and those interested in creating multisensory experiences.
本研究调查了听觉刺激（具体而言是音乐调式）与以香调家族为代表的嗅觉心理意象之间的跨通道对应关系。基于关于跨通道对应关系的新兴文献，本研究探索了不同的机制，这些机制可能有助于解释这些跨通道对应关系，比如它们共有的内涵意义和基于身份的意义。第一项研究评估了香调家族和子家族以及音乐调式，并评估了这些关联背后的潜在机制。第二项研究通过一项匹配任务考察了音乐调式与香调家族和子家族之间的关联。结果显示，不同的音乐调式与相应的香调家族和子家族之间存在一致的匹配，表明听觉和嗅觉心理意象之间存在跨通道关联。此外，大调式被认为更明亮、强度更低，且比小调式更受欢迎，花香型和清新型香水同样被认为比东方型和木质型香水更明亮、更受欢迎。这些结果表明，听觉和嗅觉刺激之间的跨通道对应关系受到亮度、强度和享乐因素的影响。理解这种跨通道关联可能会使包括市场营销、产品设计以及那些对创造多感官体验感兴趣的领域在内的各个领域受益。
