Proust nose best: Odors are better cues of autobiographical memory

The Proust phenomenon is an enduring piece of folk wisdom that asserts that odors are particularly powerful autobiographical memory cues. We provide a more formal exposition of this phenomenon and test it in two experiments, using a novel double-cuing methodology designed to negate less interesting explanations. In both studies, recall of an autobiographical event was initially cued by a verbal label (an odor name) for a fixed period, following which a second, extended recall attempt was cued by the same verbal label, the relevant odor, an irrelevant odor, or a visual cue. The focus of Experiment 1 was participants' ratings of the emotionalquality of their autobiographical memories. In Experiment 2, content analysis was employed to determine thequantity of information in participants' recollections. Results revealed that odor-cued autobiographical memories were reliably different in terms of qualitative ratings and reliably superior in the amount of detail yielded. Moreover, visual cues and incongruent olfactory cues appeared to have a detrimental effect on the amount of detail recalled. These results support