Exploring the Aromatic Perception of the Chinese Population: A Gender-based Analysis

Abstract

This study investigated the influence of cultural environmental scents on individual perceptions, and constructed professional aromatic proficiency test for the Chinese population. Familiarity and intensity of aroma are the human perception metrics that would influence the hedonic dimensions. Experiment 1 explored both cultural and gender dimensions, where 30 participants rated both Chinese and Western aromas on their perceived familiarity and intensity of the aromas. The findings revealed a preference for culturally familiar and low-intensity aromas, with a different perception on a common Western aroma scale. Both genders were found to favor Chinese aromas that are perceived to be feminine. Experiment 2 tested the differences in aroma identification among 32 participants, which highlighted a gap between the perceived and actual aromatic proficiency. The findings contributed to the understanding of aroma perception in China, offering valuable insights for developing culturally dependent aroma marketing strategies targeted at the younger Chinese consumers.