The tendency to match different sensory modalities together can be beneficial for marketing. Here we assessed the effect of sound-odor congruence on people's attitude and memory for products of a familiar and unfamiliar brand. Participants smelled high- and low-arousal odors and then saw an advertisement for a product of a familiar or unfamiliar brand, paired with a high- or low-arousal jingle. Participants' attitude towards the advertisement, the advertised product, and the product's brand was measured, as well as memory for the product. In general, no sound-odor congruence effect was found on attitude, irrespective of brand familiarity. However, congruence was found to affect recognition: when a high-arousal odor and a high-arousal sound were combined, participants recognized products faster than in the other conditions. In addition, familiar brands were recognized faster than unfamiliar brands, but only when sound or odor arousal was high. This study provides insight into the possible applications of sound-odor congruence for marketing by demonstrating its potential to influence product memory.

中文翻译：

---

高温和臭味：高唤醒声-气味共存影响产品记忆。

将不同的感觉方式匹配在一起的趋势可能对营销有利。在这里，我们评估了声音的一致性对人们熟悉和不熟悉的品牌产品的态度和记忆的影响。参与者闻到了高低气味的气味，然后看到了一个广告，上面有一个熟悉或不熟悉的品牌产品，以及高低气味的叮当声。评估了参与者对广告，所广告产品和产品品牌的态度，以及对产品的记忆力。通常，与品牌熟悉程度无关，在态度上没有发现任何异味。但是，发现一致性会影响识别：当将高气味和高声音组合在一起时，参与者识别产品的速度比其他情况下更快。此外，熟悉品牌的识别速度要快于不熟悉的品牌，但是只有在声音或气味引起的强烈刺激时才可以识别。这项研究通过证明其影响产品记忆力的潜力，提供了对声音同味剂在市场营销中可能应用的见解。