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Cross-Cultural Colour–Odour Associations, Jiana Ren, Andy Woods, Kirsten Mckenzie, Lx Ru, Carmel Levitan

Carmel Levitan

Associations between colour and odour are likely culturally specific. Exposure to a new culture’s cuisine and food customs however may alter these associations. Here we test for cultural colour–odour association differences and whether exposure to a new culture impacts upon these associations. Participants were given 14 odours and choose from a chart of 36 randomly presented colours which of 3 colours they most associated with each odorant, and which of 3 colours was least associated with each. Data collection was done on Android and Apple iPod devices using Xperiment software (see www.xperiment.mobi). In the first study, we tested equal numbers …