Pleasant and unpleasant odors were presented to 20 subjects in two same-valence blocks, i.e., all pleasant ones first, all unpleasant ones second, or vice versa, and in alternation. Hedonic ratings increased for the second block of odors which followed the first block of oppositely valenced odors. Alternation did not appear to affect hedonic ratings. These findings suggest that presentation of odors can alter hedonic ratings, producing a contrast effect when odors are given in a blocked fashion.
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