Imitation of Life (Liquid Trust), 2015
Liquid Trust oxytocin spray diffused in air
Photo credit: Robert McNair
Liquid Trust oxytocin spray was continuously diffused in the gallery space. Oxytocin is a human hormone associated with intimacy and attachment, and is produced by the body during sex and breast-feeding. The product, available for purchase online, is marketed to increase the trust of others when worn on the body. It's efficacy is questionable on several bases. I'm interested in the investment of belief and trust by purchasers of the product, what interpersonal advantages they may hope to gain by using it, and the variety of emotional responses reflected in online reviews - confidence, disappointment, anger, excitement, indifference, humour. By invisibly diffusing the product in the gallery space, this question of trust is activiated - is the product present? does it produce any results?