Where Brain Science and Marketing Meet

Get Smarter Instantly With This Fishy Technique

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Fish

Can inhaling once or twice improve your critical thinking? A fascinating new study suggests that you can get “smarter” in seconds. And, the technique is simple, though you may not find it all that appealing.

Scent Power

We know scents can change cognition and behavior. Recall of material is better when a subject encounters a scent present when the memory was formed, even an incongruous one. Shoppers buy more when they smell chocolate.

The new research, published in the Journal of Experimental Social Psychology, tested subjects in one of two booths. One booth was unscented, the other had a fishy smell created using fish oil. The subjects were given a test of their critical thinking called the “Moses Illusion.”

Each subject answered a series of questions, one of which was, “How many animals of each kind did Moses take on the Ark?” Even though it was, of course, Noah who is credited with building and loading the Ark, it is common for people to answer “two” instead of the correct “zero.”

Psychologists use the Moses Illusion and similar trick questions to gauge a subject’s level of attention and cognitive processing.

The results of the “fish odor” vs. “odorless” were quite remarkable:
moses illusion results

While a mere 17% of the odorless booth subjects questioned the link between Moses and loading animals onto a boat, fully 42% of the subjects in the fishy-smelling booth did. That’s a 150% lift!

Something’s Fishy Here

Once again, we see the relation between language and human behavior. In English, a “fishy” deal is one that is suspicious. According to the researchers, the subjects exposed to the fishy smell were more careful in their information processing and hence were more likely to catch the Noah/Moses substitution.

They called the fish smell an “incidental olfactory suspicion cue.”

Get Smarter – My Experiment

Most of us probably don’t want to carry a dead fish around for that extra cognitive boost. But, every drug store and supermarket carries small, sealed doses of fish aroma. These are, of course, fish oil supplement capsules. I had a bottle of these in my cupboard, so (of course) I had to cut one open.

fish oil

I was concerned because the capsules were marked “odorless.” But, fortunately for the experiment, the term odorless proved to be not entirely accurate. I sliced a capsule open with a sharp knife and was rewarded with an easily detected fishy smell.

As a solo experimenter, I wasn’t able to test myself with trick questions. So, I’ll have to assume I got the same critical thinking boost that the experimental subjects did.

Cutting one of these capsules open can be a bit tricky – you don’t want to press down hard and have the fishy payload squirt all over you when you finally break the gelcap’s tough skin.

I found poking the end of a capsule with a pin let me squeeze out a few stinky drops with very little mess, and almost no risk of showering myself with suspicion cues.

Steak is for closers?

Salespeople and deal-pitchers might want to pay attention to this study.

While most restaurants that serve seafood try to avoid a “fishy” smell, if I were trying to close a deal I don’t think I’d choose that great seafood spot right on the pier. The fish may be right off the boats and super fresh, but do you really want to risk injecting an unconscious suspicion cue into your discussion?

Less Fishy Options

Even with the simple technique I described, you many not be inclined to sniff fish oil to boost your brain power, or even your skepticism. Fortunately, there are more pleasant alternatives that give your brain a boost.

A study at Wheeling Jesuit University found some interesting effects for cinnamon aroma:

Cinnamon improved participants’ scores on tasks related to attentional processes, virtual recognition memory, working memory, and visual-motor response speed.

Another experiment showed that the aroma of coffee alone was sufficient to increase alertness.

And, peppermint aroma increased memory performance and processing speed in a study by UK scientists.

Cinnamon, coffee, and peppermint aromas all sound a lot more desirable than the scent of a deceased cod.

But, if you are trying to sniff out the facts in a deal you think might be a little fishy, you might want to try a drop or two of fish oil.

As for me, having inhaled eau de poisson for the last hour, I’m starting to get a bit skeptical of the whole concept…

8 Comments
  1. Karen says

    I’m going to share this with my Facebook friends.
    Do you every wonder, in these days of sharing, how many people actually read your stuff, since so few leave comments?
    Or perhaps I’ve just been sniffin’ too much fish oil..

    1. Roger Dooley
      Twitter: rogerdooley
      says

      I don’t wonder, I check my analytics, Karen! These days, I get more interaction when I post via Twitter, LinkedIn, and Facebook than via blog comments. Having said that, thanks for leaving one, Karen!

  2. Roslyn says

    Hi Roger

    Loved reading this article – posted via a friend on LinkedIn.

    Certainly sounds like ‘the good oil’ here for engaging some different senses/responses etc. I am very interested in the field of the neurosciences and am an avid consumer of articles etc. Appreciate what yours has to offer. Nothing ventured ….. nothing gained.

    Have joined your mailing list.

    As a ‘non-skeptic’ – off to check out the fish oil capsules in the cupboard.

    Cheers

    Ros. Brinkley (BNE, Australia).

    1. Roger Dooley
      Twitter: rogerdooley
      says

      After you sniff the oil, Roslyn, read the article again and see if it still makes sense or sounds a bit more bogus… 🙂

  3. Stan says

    Roger. Nice job of getting MY name and e-mail address!
    I found your article fascinating and compelling, but there’s just one thing about the entire subject of neuromarketing that I question.
    The use of psychological discoveries to manipulate human beings for purposes of material gain that might not be in their own best interest is essentially a crime against what I would like to call “humanity”.
    Having lost our intuitive sense of what we are as humans, what is our potential for real self-development and betterment of our species and the world we live in, we now “feed on each other” with many or most of the discoveries of science. Mainly our scientific discoveries are funded by and used for purposes of making actual war on each other, or psychological war (as in persuasive advertising for material gain for the advertiser at the expense of the “human” source of cash or other forms of material or psychological depletion of that “person”).
    How do you feel about yourself for publishing (THANKS!) and promoting scientific information for the benefit of some “cognoscenti” to the likely detriment of other “innocent ‘manipulees’ (NO THANKS!)?
    Nothing personal, we are all stuck in a fake world where we are forced to perform various tricks for what we think are rewards, and the entire population suffers by the deteriorating of humanity’s instinctive sensing of reality by the efforts of a highly organized “ruling class” of selfish people who want more and more and more of what THEY think are life’s rewards.
    On a grand scale, this factor of selfishness and cunning manipulation of others is what will likely eventually “do away” with human beings as a viable species of life on “our” planet.
    And i wrote this without even a “sniff” of fish oil, though I did recently take some as a supplement at lunch.
    Please think about it. It is truly horrifying what we collectively are doing to ourselves…..

    1. Roger Dooley
      Twitter: rogerdooley
      says

      Thanks for taking the time to comment, Stan. I’m often asked about the difference between legitimate persuasion and unethical manipulation. First, I think it’s important to be truthful. Any medium (ads, in person sales, etc.) can be abused if is deceptive.

      Second, I believe in Zig Ziglar’s principle that your most important tool of persuasion is your own integrity. By that he meant that your efforts should be directed toward helping your customer get to a better place. That doesn’t include selling them stuff they don’t need, or overpriced, shoddy products. Rather, you will build your reputation (or brand) by being known as helpful and trustworthy.

      1. Kwame says

        Great answer to Stan’s question, Roger. I’m planning on reading your Brainfulence book next week and going to get all the books you’ve suggested in your inline store.

        1. Roger Dooley
          Twitter: rogerdooley
          says

          Happy reading, Kwame!

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