Different time course of emotion regulation towards odors and pictures: are odors more potent than pictures?

The present study assessed emotion regulation in response to chemosensory and visual stimuli. Using cognitive reappraisal, 40 female participants regulated their emotions in response to disgusting pictures and odors, while the startle reflex was elicited and emotion ratings were assessed. Participants reported feeling less negative, and less aroused, while down-regulating their emotions towards both odors and pictures. Although being rated as equally negative and arousing, odor presentations were accompanied by larger startle responses than picture presentations. Furthermore, as compared to pictures emotion regulation towards odors followed a strikingly different time course suggesting less effective emotion regulation in response to disgusting odors. Questionnaire data show that differences between emotion regulation outcome towards odors was not attributable to different regulation strategies used. Thus, the current data suggest a unique role of olfaction in emotion perception, and show that cognitive emotion regulation - although being generally effective - may also be limited.