Exploring the Superadditive Effects of Scent and Pictures on Verbal Recall: An Extension of Dual Coding Theory

Journal of Consumer Psychology 20 (2010) 317-326

10 Pages Posted: 7 Feb 2020

See all articles by M Lwin

M Lwin

Nanyang Technological University (NTU)

Maureen Morrin

Temple University - Fox School of Business and Management; Temple University - Department of Marketing and Supply Chain Management

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Date Written: February 25, 2009

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.

Suggested Citation

Lwin, M and Morrin, Maureen and Krishna, Aradhna, Exploring the Superadditive Effects of Scent and Pictures on Verbal Recall: An Extension of Dual Coding Theory (February 25, 2009). Journal of Consumer Psychology 20 (2010) 317-326, Available at SSRN: https://ssrn.com/abstract=2552125

M Lwin (Contact Author)

Nanyang Technological University (NTU) ( email )

S3 B2-A28 Nanyang Avenue
Singapore, 639798
Singapore

Maureen Morrin

Temple University - Fox School of Business and Management ( email )

Philadelphia, PA 19122
United States

Temple University - Department of Marketing and Supply Chain Management ( email )

Philadelphia, PA 19122
United States

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

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