“The effect of ambient scent on the experience of art: Not as good as it smells”

This study examines the impact of ambient scent on the perception and memory of art, in terms of perceived valence, arousal, and remembering of artworks. Because art perception evokes emotions and embodiment, the experiential marketing literature suggests using sensorial stimuli to enhance the experience of visiting art exhibitions. Although a fragrance in the environment can make visiting enjoyable, we examine more specifically the effects of scent on perception and memory of art, including potential interactions between different scents and artworks. In a between-participant experiment, this study shows some counter-intuitive effects of scent on both evaluation and memory of art: a pleasant ambient scent can decrease evaluations of artworks and hinder memory of those artworks. Furthermore, scent and art have an interactive effect on arousal, such that incongruent scents and artworks increase arousal relative to congruent scents and artworks. In conclusion, enhancing experiences through sensorial cues can counter-intuitively hinder the evaluation and memory of art. To the extent that art institutions aim to spread knowledge and appreciation of art, managers should be aware that ambient scents can actually interfere with this mission.