Culture and odor categorization: Agreement between cultures depends upon the odors

Abstract

This study evaluated the effect of culture on the relationship between psychological dimensions underlying odor perception and odor categorization. In a first experiment, French, Vietnamese and American participants rated several perceptual dimensions of everyday odorants, and sorted these odorants on the basis of their similarity. Results showed that the three groups of participants differed in their perceptual judgments but agreed in categorizing the odors into four consensual groups (floral, sweet, bad, and nature). Three dimensions-Pleasantness, edibility, cosmetic acceptability - Discriminated these groups in the same way in the three countries. In a second experiment, the participants sorted only fruit and flower odors to evaluate whether a consensus emerges at a finer level. Results showed that French and American participants clearly separated fruit from flower odors whereas this separation was nonexistent for Vietnamese participants. This difference could arise from cultural differences in odor functions. © 2003 Elsevier Ltd. All rights reserved.