In 1965, the BBC played a small prank for the April Fools joke among its viewers. During a news segment, newscasters interviewed a professor who said he had created a way to airborne smells from the studio into the viewer's living room by breaking the smells into their component molecules and rebuilding the smells on the viewer's TV [1
The fascination of the trick is that it was not a one-off experiment in the power of suggestion. A decade later, in 1977, a professor at Bristol University, Michael O'Mahony, replicated the effect with audiences in the Manchester area by telling them in the late-night news that he was transmitting "pleasant country scents" to them. He asked the audience to call and report what they had smelled. Nearly 200 made the smell of flowers, baking bread, hay and more within the next 24 hours. Two of the callers even said they were allergic to the smell of hay.