What is olfactory memory and how does it work?

Have you ever bought a product and its smell took you back to childhood? Have you ever bought a cookie that smelled like the ones grandma made? All this is related to what we call olfactory memory. It is the most primary type of memory and has a great connection with our emotions. We are talking about a power that big brands know well and that they use to motivate us to buy their products.

It is important to clarify that he sense of smell is a chemical system. Therefore, it is responsible for detecting the chemicals that generate aromas in the environment. This processing is essential for survival, since it helps us detect substances that may be risky to our lives, such as spoiled food.

In addition, It is one of the most effective senses. This is because it more directly enters the brain structures that process its information. To complete the odor assimilation process, some steps must be followed:

The odor molecules, which are floating in the air, reach the nasal passages through the mucous membranes. These dissolve into molecules so that they can be captured. Below the mucous membranes There is a layer called the olfactory epithelium. This structure has receptor neurons, specialized in detecting odors.The neurons are responsible for sending information to the olfactory bulb. A brain structure that is just behind the nose.The bulb has sensory receptors, which send messages to structures of the limbic system. This system is responsible for processing emotional information and helps consolidate memories. Likewise, it sends information to the dorsal cortex, which helps in modifying conscious thoughts.

Therefore, the final structures where the information arrives are those that help olfactory memory develop. With it we can relate smells and memories. Thus helping the process of evocation and recognition of multiple aspects of our daily life.

Limbic system and olfactory memory

As we know, The limbic system is essential for the consolidation of information related to olfactory memory. This system is made up of structures such as: amygdala, thalamus, cingulate gyrus, among others. It is linked to involuntary or instinctive responses, it also helps process emotional information and provides stimuli with this characteristic.

In the provision of emotion, The amygdala is the one that takes center stage, since it is activated immediately when faced with an olfactory perception.. This can give an emotion to the aroma or awaken memories with it. All of this involves olfactory memory processes, such as the consolidation of new information or its evocation or maintenance.

This system is one of the oldest in the brain and is responsible for less rational actions. This means that the information that is consolidated in the olfactory memory can encourage certain decisions without them going through the filter of reflection.

Cognitive process involved in olfactory memory

As we know, what we perceive by smell is not easily filtered rationally. Even so, has an impact on emotional and social aspects. There are several processes that occur in the brain to help consolidate olfactory memory information, among them are the following:

Perception. It consists of capturing the external aroma to identify it and differentiate it from others. The result will be a mental representation of the aroma and it will be related to a meaning.Sensation. Here, a subjective interpretation and representation of this aroma. In most cases we associate it as pleasant and unpleasant. The conception of this classification has a close relationship with the individual, social and cultural variables themselves.Emotion. In olfactory memory this aspect takes a great role, as we saw previously, it is processed mainly by our emotional brain. Therefore, it is usually the most relevant aspect within this type of memory. On many occasions we can evoke emotions much more easily than with other types of memory.Associations. In this case, emotion usually gains prominence, but here there is presence of conscious thought. Therefore, they are made associations of specific elements and situations with aromas and over time this memory can be voluntarily evoked.Storage. It is related to long-term memory, which happens with most olfactory information. This process is usually influenced by the context and personal characteristics.

Olfactory memory and marketing

This is one of the new approaches that marketing has. In it, aroma and olfactory memory take center stage within a business. It is usually used to promote and sell a certain product better. The end is promote or favor certain emotions that may motivate consumption.

Therefore, this type of marketing uses one of the senses that most influences the purchasing decision, smell. This is due to its power as a driver of action. To fulfill their objective they develop an olfactory logo or odotype. Through this, you can help fix the memory of a specific brand in your memory..

It is important that the odotype evokes sensations, values, emotions and memories. Likewise, it must be sufficiently recognizable and differentiable from other types of odors, especially from other brands that are direct competitors. Furthermore, the odotype gains value the greater its power to evoke positive memories.

In summary, we can understand that Olfactory memory, through its direct communication channel with our decision centers, plays an important role in our lives.. This direct communication is known by large companies, which do not hesitate to exploit it, knowing that it is one of the options to awaken our hunger for consumption in the face of rational decision-making.

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