Hot and Cold Smells: Odor-Temperature Associations across Cultures

Area of Science:

• Cross-modal perception
• Sensory science
• Cultural psychology

Background:

• Odor perception is often assumed to link with temperature sensations.
• Previous research suggests cross-modal associations may stem from universal or culture-specific factors.
• The role of culture in shaping odor-temperature associations remains largely unexplored.

Purpose of the Study:

• To investigate whether consistent odor-temperature associations exist across different cultures.
• To determine the factors (e.g., perception, language, cultural beliefs) that influence these associations.
• To compare odor-temperature associations in Maniq, Thai, and Dutch cultural groups.

Main Methods:

• Participants from three distinct cultural groups (Maniq, Thai, Dutch) were recruited.
• 15 different odors were presented to participants.
• Participants matched odors to temperature by touching cups of hot or cold water and described odors in their native language.

Main Results:

• No consistent odor-temperature associations were found in the Maniq group.
• Limited consistent odor-temperature associations were observed in the Thai and Dutch groups.
• These associations varied significantly between the Thai and Dutch participants, indicating a lack of universality.

Conclusions:

• Odor-temperature associations are not universal and show considerable cultural variation.
• Language does not appear to be a primary driver of these cross-modal associations.
• Cultural beliefs likely play a significant role in shaping how odors are associated with temperature.