That which we call a rose...

...by any other name would smell as sweet?

Apparently so!

If it stinks like body odor and you're trying to sell it, just call it cheese. That's the message from a new study that finds people perceive a scent differently based on the word that goes with the smell. Researchers exposed test subjects to the smell of cheddar cheese. Some saw labels that read "cheddar cheese." Others were shown labels that read "body odor." Those who were told they were smelling cheese rated the scent more pleasant. The study also imaged people's brains during follow-up tests. The results were as complex as, well, the brain. The cheese label activated a certain part of the brain that processes olfactory information (the signals coming from the nose). When people smelled clean air that was also labeled as cheese, the same brain area was activated, but not as much. When they saw the body odor label, that brain location was not activated, regardless of whether they were sniffing cheese or clean air.

I guess it is the thought that counts.