Although taste and smell seem hard to imagine, some people nevertheless report vivid imagery in these sensory modalities. We investigate whether experts are better able to imagine smells and tastes because they have learned the ability, or whether they are better imaginers in the first place, and so become experts. To test this, we first compared a group of wine experts to yoked novices using a battery of questionnaires. We show for the first time that experts report greater vividness of (...) wine imagery, with no difference in vividness across sensory modalities. In contrast, novices had more vivid color imagery than taste or odor imagery for wines. Experts and novices did not differ on other vividness of imagery measures, suggesting a domain‐specific effect of expertise. Critically, in a second study, we followed a group of students commencing a wine course and a group of matched control participants. Students and controls did not differ before the course, but after the wine course students reported more vivid wine imagery. We provide evidence that expertise improves imagery, exemplifying the extent of plasticity of cognition underlying the chemical senses. (shrink)

Odor and color are strongly associated. Numerous studies demonstrate consistent odor‐color associations, as well as effects of color on odor perception and language. Yet, we know little about how these associations arise. Here, we test whether language is a possible mediator of odor‐color associations, specifically whether odor‐color associations are mediated by implicit odor naming. In two experiments, we used an interference paradigm to prevent the verbalization of odors during an odor‐color matching task. If participants generate color associations subsequent to labeling (...) an odor, interfering with verbalization during the task should affect the ability to make color associations. In Experiment 1, contrary to our hypothesis, verbal interference did not affect odor‐color matches. However, since performance accuracy on the verbal interference task was high, it is possible our task did not sufficiently disrupt verbal processing. In Experiment 2, we, therefore, used an active verbal interference task, and still found no difference across interference conditions. Odor naming accuracy, odor familiarity, and odor pleasantness, however, did predict odor‐color matches. This suggests that although color associations are related to semantic factors, they are not generated by recruiting odor labels in the moment. Overall, our results do not provide evidence that language plays an online role in odor‐color associations, instead, they are consistent with the claim that language may have shaped associations during development. (shrink)