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1. Cross-cultural color-odor associations.

Author

Carmel A Levitan, Jiana Ren, Andy T Woods, Sanne Boesveldt, Jason S Chan, Kirsten J McKenzie, Michael Dodson, Jai A Levin, Christine X R Leong, and Jasper J F van den Bosch

Subjects
Medicine, Science
Abstract

Colors and odors are associated; for instance, people typically match the smell of strawberries to the color pink or red. These associations are forms of crossmodal correspondences. Recently, there has been discussion about the extent to which these correspondences arise for structural reasons (i.e., an inherent mapping between color and odor), statistical reasons (i.e., covariance in experience), and/or semantically-mediated reasons (i.e., stemming from language). The present study probed this question by testing color-odor correspondences in 6 different cultural groups (Dutch, Netherlands-residing-Chinese, German, Malay, Malaysian-Chinese, and US residents), using the same set of 14 odors and asking participants to make congruent and incongruent color choices for each odor. We found consistent patterns in color choices for each odor within each culture, showing that participants were making non-random color-odor matches. We used representational dissimilarity analysis to probe for variations in the patterns of color-odor associations across cultures; we found that US and German participants had the most similar patterns of associations, followed by German and Malay participants. The largest group differences were between Malay and Netherlands-resident Chinese participants and between Dutch and Malaysian-Chinese participants. We conclude that culture plays a role in color-odor crossmodal associations, which likely arise, at least in part, through experience.

Published
2014
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2. Cross-cultural color-odor associations

Author

Jason S. Chan, Christine Xiang Ru Leong, Michael Dodson, Jasper J. F. van den Bosch, Jiana Ren, Jai Levin, Carmel A. Levitan, Sanne Boesveldt, Andy T. Woods, and Kirsten J. McKenzie

Subjects
Male, Vision, Culture, lcsh:Medicine, Social Sciences, Sensory perception, perception, German, ddc:150, Germany, smell, Psychology, lcsh:Science, Sensory Science and Eating Behaviour, Netherlands, media_common, Malay people, Multidisciplinary, Crossmodal, scents, language, Female, Sensory Perception, Color Perception, psychological phenomena and processes, Research Article, Cognitive psychology, olfaction, Adult, Cross-Cultural Comparison, C850 Cognitive Psychology, China, Color vision, media_common.quotation_subject, Color, emotion, modal associations, Association, Young Adult, Cross-cultural studies, Perception, Humans, Set (psychology), Association (psychology), Malay, VLAG, Color Vision, lcsh:R, Malaysia, Cognitive Psychology, Biology and Life Sciences, C830 Experimental Psychology, Olfactory Perception, C800 Psychology, United States, language.human_language, Sensoriek en eetgedrag, Odor, Odorants, responses, Cognitive Science, lcsh:Q, correspondences, Neuroscience
Abstract

Colors and odors are associated; for instance, people typically match the smell of strawberries to the color pink or red. These associations are forms of crossmodal correspondences. Recently, there has been discussion about the extent to which these correspondences arise for structural reasons (i.e., an inherent mapping between color and odor), statistical reasons (i.e., covariance in experience), and/or semantically-mediated reasons (i.e., stemming from language). The present study probed this question by testing color-odor correspondences in 6 different cultural groups (Dutch, Netherlands-residing-Chinese, German, Malay, Malaysian-Chinese, and US residents), using the same set of 14 odors and asking participants to make congruent and incongruent color choices for each odor. We found consistent patterns in color choices for each odor within each culture, showing that participants were making non-random color-odor matches. We used representational dissimilarity analysis to probe for variations in the patterns of color-odor associations across cultures; we found that US and German participants had the most similar patterns of associations, followed by German and Malay participants. The largest group differences were between Malay and Netherlands-resident Chinese participants and between Dutch and Malaysian-Chinese participants. We conclude that culture plays a role in color-odor crossmodal associations, which likely arise, at least in part, through experience.

Published
2014

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