From sterile labs to rich VR: Immersive multisensory context critical for odors to induce motivated cleaning behavior.
Jasper HB de Groot, Daniel JV Beetsma, Theo JA van Aerts, Elodie le Berre, David Gallagher, Emma Shaw, Henk Aarts, Monique AM Smeets
Behavior Research Methods | Published : 2020
Extending traditional research methods for studying the effects of odor on behavior, this study applied virtual reality (VR) to create a real-world, immersive context that was compared with a traditional sterile, non-immersive lab setting. Using precise odor administration with olfactometry, participants were exposed to three odors (cleaning-related pleasant smell, cleaning-unrelated pleasant smell: vanillin, and odorless air). Our aim was to tease apart whether participants' motivation to clean was driven by cleaning associations and/or odor pleasantness, and how context would accentuate these effects. The results indeed showed that, in VR only, the cleaning-related smell elicited faster an..View full abstract