Research Study: Scent & Memory Retention

An example of increased memory retention from scent


A study by the Rockfeller University set out to discover the effects of our sense of smell on memory retention. This was on the basis that our sense of smell is heavily linked to our memories. To compare they looked at all our five senses.


The study found that we remember just 1% of what we touch, 2% of what we hear, 5% of what we see,15% of what we taste and 35% of what we smell. This means that we recall smell 6-7 times more then what we see or hear.

We recall:

  • 1% of what we touch


  • 2% of what we hear


  • 5% of what we see


  • 15% of what we taste


  • 35% of what we smell



“We recall smell 6-7 times more then what we see or hear.”

This research was sourced from:
Research carried out by the Rockfeller University in 2010 .
Recovered from Sutton P.. (2011). Multisensory Experiential Marketing. Head of  Multisensory Innovation.z

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