ABSTRACT
To test the hypothesis that longevity of odor memory is due to strong proactive interference (reduction of new learning by prior learning) and to absence of retroactive interference (reduction of prior memory by new learning), subjects, matched in age and gender with those of a previous experiment, were unknowingly exposed in two sessions to the weak concentrations of lavender or orange used before. Implicit odor memory was later tested in a separate experiment. Comparison of the results with those of the previous experiment showed that both proactive and retroactive interference occurred. These results have implications for the general theory about implicit memory for new associations, which may have to be amended when non-verbal material is used. The longevity of odor memory should be explained by the improbability of occurrence of incidences that provoke retroactive interference rather than by the absence of the retroactive interference itself.