Now you like me, now you don't: impact of labels on odor perception.

Past research has shown that odor perception can be affected by how we label odors. The aim of this study was to expand on previous work by investigating the impact of labels on edibility, pleasantness, and intensity ratings as well as on reaction times when detecting labeled odors. We tested 50 subjects. Five odorants were administered, each with a positive and a negative label. Participants had to detect odors as fast as possible and then rate their edibility, pleasantness, and intensity. Because of a lack of fit, only 4 of the initial 5 odorants were analyzed. All odorants presented with positive labels were rated as being more edible than when they were presented with negative labels. Specifically, the effect was also seen for the 2 nonfood odorants suggesting an unbiased effect. All odorants presented with positive labels were rated as being more pleasant than when they were presented with negative labels. Labels also modulated intensity ratings and reaction times for some odors. In summary, odor labels affect pleasantness ratings and edibility perception. Although labels appear to also influence intensity ratings and reaction times, this seems to be a more complex relationship that could be modulated by additional factors such as odor valence, label fit, and possibly the edibility attributed to an odor or a label.