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How Semantically Labeled Scent-Gender Associations Influence the Evaluations of Scent and Texture
Sensory evaluation can be influenced by semantic information such as gender descriptions. Gender categories are associated with tactile information (e.g., female = soft/smooth, while male = hard/rough). Feminine scents (e.g., floral) are typically perceived as soft and smooth. Thus, semantic labels...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
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Frontiers Media S.A.
2021
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8566334/ https://www.ncbi.nlm.nih.gov/pubmed/34744873 http://dx.doi.org/10.3389/fpsyg.2021.713329 |
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author | Iseki, Sayo Motoki, Kosuke Sakata, Ryosuke Kitagami, Shinji |
author_facet | Iseki, Sayo Motoki, Kosuke Sakata, Ryosuke Kitagami, Shinji |
author_sort | Iseki, Sayo |
collection | PubMed |
description | Sensory evaluation can be influenced by semantic information such as gender descriptions. Gender categories are associated with tactile information (e.g., female = soft/smooth, while male = hard/rough). Feminine scents (e.g., floral) are typically perceived as soft and smooth. Thus, semantic labels of gender (feminine/masculine qualities) may influence congruent sensory evaluation (i.e., female = soft/smooth, male = hard/rough). This study examined how semantically labeled scent-gender associations influence the evaluation of scent and texture. Specifically, we examined whether “feminine” and “masculine” labels applied to neutral scents that have not been associated with gender influence scent and haptic evaluation. Participants sniffed a feminine-labeled or masculine-labeled scent embedded on soft and rough papers. They then evaluated the scent (e.g., gender perception) and texture (e.g., hedonic evaluation). The results demonstrated that participants who sniffed a feminine-labeled (vs. masculine-labeled) scent perceived it as more feminine. However, contrary to our expectations, gender labeling of scent did not influence haptic evaluation. These findings indicate that semantic labeling of scents (i.e., feminine/masculine) may alter the gender perception of a scent but not the tactile evaluation. Practical implications for (online) sensory marketing are discussed. |
format | Online Article Text |
id | pubmed-8566334 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-85663342021-11-05 How Semantically Labeled Scent-Gender Associations Influence the Evaluations of Scent and Texture Iseki, Sayo Motoki, Kosuke Sakata, Ryosuke Kitagami, Shinji Front Psychol Psychology Sensory evaluation can be influenced by semantic information such as gender descriptions. Gender categories are associated with tactile information (e.g., female = soft/smooth, while male = hard/rough). Feminine scents (e.g., floral) are typically perceived as soft and smooth. Thus, semantic labels of gender (feminine/masculine qualities) may influence congruent sensory evaluation (i.e., female = soft/smooth, male = hard/rough). This study examined how semantically labeled scent-gender associations influence the evaluation of scent and texture. Specifically, we examined whether “feminine” and “masculine” labels applied to neutral scents that have not been associated with gender influence scent and haptic evaluation. Participants sniffed a feminine-labeled or masculine-labeled scent embedded on soft and rough papers. They then evaluated the scent (e.g., gender perception) and texture (e.g., hedonic evaluation). The results demonstrated that participants who sniffed a feminine-labeled (vs. masculine-labeled) scent perceived it as more feminine. However, contrary to our expectations, gender labeling of scent did not influence haptic evaluation. These findings indicate that semantic labeling of scents (i.e., feminine/masculine) may alter the gender perception of a scent but not the tactile evaluation. Practical implications for (online) sensory marketing are discussed. Frontiers Media S.A. 2021-10-21 /pmc/articles/PMC8566334/ /pubmed/34744873 http://dx.doi.org/10.3389/fpsyg.2021.713329 Text en Copyright © 2021 Iseki, Motoki, Sakata and Kitagami. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Iseki, Sayo Motoki, Kosuke Sakata, Ryosuke Kitagami, Shinji How Semantically Labeled Scent-Gender Associations Influence the Evaluations of Scent and Texture |
title | How Semantically Labeled Scent-Gender Associations Influence the Evaluations of Scent and Texture |
title_full | How Semantically Labeled Scent-Gender Associations Influence the Evaluations of Scent and Texture |
title_fullStr | How Semantically Labeled Scent-Gender Associations Influence the Evaluations of Scent and Texture |
title_full_unstemmed | How Semantically Labeled Scent-Gender Associations Influence the Evaluations of Scent and Texture |
title_short | How Semantically Labeled Scent-Gender Associations Influence the Evaluations of Scent and Texture |
title_sort | how semantically labeled scent-gender associations influence the evaluations of scent and texture |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8566334/ https://www.ncbi.nlm.nih.gov/pubmed/34744873 http://dx.doi.org/10.3389/fpsyg.2021.713329 |
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