Pr. Andrej Stancak from the Department of Psychological Sciences, University of Liverpool, UK is going to give a presentation about Odors affect aversion to losses during decision making at the World Congress on Olfaction & Issues 2016.
According to Pr. Stancak, odors activate the paleo- and neocortical regions of the brain. Some of the brain regions involved in smell, such as orbitofrontal cortex, amygdala, cingulate cortex, or anterior insula, also participate in decision making, valuation of goods and prospects, and processing rewards and punishments. Odors have distinct hedonic features which may combine, owning to the shared neural substrate, with risky decision making. Pr. Stancak and his team applied behavioural economic tools to show that odors alter the level of aversion to financial losses in a monetary gamble task. Loss aversion is stronger and autonomic responses to losses greater when gambles are paired with an unpleasant odor compared to a pleasant odor or clean air. Results suggest that odors can act as incidental factors in human decision making.
To find out more about the congress, please visit http://www.digital-olfaction.com/.