Proceedings of the Annual Meeting of the Cognitive Science Society

In cognitive science, research about mental imagery is often limited to visual, often overlooking olfactory imagery. In this study, we examined the relationship between beauty and olfactory imagery evoked by haiku. We used an odor priming commonly used in cognitive science to measure olfaction so that we could examine the effects of environmental aromas on the aesthetic experience. 44 participants were asked to evaluate 30 haikus. Half of them were exposed to a cypress aroma while the other half had no aroma exposure. The results showed that olfactory imagery during haiku appreciation positively influenced the beauty of haiku, and higher olfactory imagery ability led to a deeper immersion in the haiku. Odor priming did not affect evaluations, but it did affect gaze bias as measured by eye tracking. This is the first time to demonstrate the influence of olfactory imagery on aesthetic evaluation in the psychology of aesthetics.