We find across four studies that olfactory imagery has
demonstrable effects on consumer response (as measured
by salivation, consumption, and desire to eat), but that this
response crucially depends on exposure to a visual image
of the odor referent (i.e., the object that emits the odor).
This work is the first we are aware of that demonstrates a
multimodal sensory interaction between olfactory imagery
and visual imagery processes.