THE USE OF SEMANTIC DIFFERENTIAL SCALING TO DEFINE THE MULTIDIMENSIONAL REPRESENTATION OF ODORS

Abstract

The mental representation elicited by smelling an odor often consists of multiple sensory and affective dimensions; however, the richness of this elaboration is difficult to capture using methods to rate the intensity of these factors in isolation. Attempts to use language descriptors for olfactory experience have also been shown to be rather limited; among nonspecialists, there is no universally accepted system for describing odors, leading to greater reliance on specific item associations. In this study, we explored the utility of semantic differential (SD) scaling for illustrating the various dimensions of olfactory experience. Three hundred volunteers rated 30 distinct odorants using 50 semantic differential scale adjectives. Three factors emerged from the analysis (based on 17 adjective pairs) accounting for 53% of the variance, and corresponding to the evaluation, potency and activity dimensions identified for other stimulus types. SD scaling appears to be a viable method for identifying the multiple dimensions of mental representation evoked when smelling an odorant, and may prove a useful tool for both consumer and basic research alike. PRACTICAL APPLICATIONS Although numerous methods of classifying odors have been developed, little agreement has been achieved on the dimensions that are useful to both basic and consumer research. The identification of a set of semantic differential adjectives that are relevant to olfactory experience can become a useful tool for classifying the qualitative and affective bases on which odorants differ. In particular, the degree to which odorants evoke multidimensional representations from other sensory modalities (visual, auditory, somatosensory or gustatory) can be usefully applied in the arena of product development both within and across cultures.