Consideration of Cognitive Structure for “Kawaii Fragrance”

Abstract

“Kawaii” is a sensibility peculiar in Japan, but widely used in the world nowadays. In this report, the kawaii degree of twelve aroma oils and the concentration dependence were evaluated by sensory evaluation. Mostly, higher kawaii evaluation appeared at lower concentration, but at higher concentration in fruits fragrances. On the other hand, high correlation (R = 0.796) between kawaii and preference was observed. However, their factors were different. For high “kawaii”, the impression terms of “feminine” and “infant” were derived. In high “preference”, “favorable impression” and “friendly” were derived. Incidentally, there was no gender difference for recognition of “kawaii”. By classifying subjects with similar recognition of “kawaii”, groups mixed with male and female were formed.