So you thought that smell was cheese!
http://www.news-medical.net/?id=10251"Researchers in the UK have found that visual words can influence the perception of smells, with pleasant words influencing olfactory brain regions to perceive an odour as pleasant, an interesting idea that might hold particular relevance for restaurateurs and advertisers.
In their experiments, researchers at the University of Oxford presented subjects with a cheddar cheese odorant and showed them labels that read either "cheddar cheese" or "body odour." They found that the subjects rated the odour significantly more pleasant when it was labelled "cheddar cheese" than "body odour."
Then they scanned the subjects' brains using functional magnetic resonance imaging (fMRI) during the presentation of labels and doors to explore which brain regions were activated. They also analysed brain activity when the subjects were presented with clean air labelled either "cheddar cheese" or "body odour." The widely used analytical technique of fMRI uses harmless magnetic fields and radio waves to measure blood flow in regions of the brain, which reflects brain activity.
The researchers led by Edmund T. Rolls found that labelling the odour "cheddar cheese" produced an activation in a specific part of the brain region that processes olfactory information. Clean air labelled as "cheddar cheese" activated the same area, but to a lesser extent. The "body odour" label, however, did not produce activation in this area, either with the cheddar cheese odour or clean air.
..."So, then, maybe nobody did actually cut the cheese?
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