How scent, emotion, and memory are intertwined — and exploited
“… I carried to my lips a spoonful of the tea in which I had let soften a bit of madeleine. But at the very instant when the mouthful of tea mixed with cake crumbs touched my palate, I quivered, attentive to the extraordinary thing that was happening inside me.” It’s a seminal passage in literature, so famous in fact, that it has its own name: the Proustian moment — a sensory experience that triggers a rush of memories often long past, or even seemingly forgotten. For French author Marcel Proust, who penned the legendary lines in his 1913 novel, “À la recherche du temps perdu,” it was the soupçon of cake in tea that sent his mind reeling. But according to a biologist and an olfactory branding specialist Wednesday, it was the nose that was really at work. This should not be surprising, as neuroscience makes clear. Smell and memory seem to...