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Analysis of Impression Evaluation of Fragrances Associated with ‘Omotenashi’ in Elderly People Using Perfumes – Including Comparative with Young People –

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Analysis of Impression Evaluation of Fragrances Associated with ‘Omotenashi’ in Elderly People Using Perfumes – Including Comparative with Young People – TInrtaenrsnaactitoionnasl Joof uJranpaal no fS Aofcfeiecttyiv oef EKnagnisneie Eringineering J-STAGE Advance Published Date: 2020.09.16 doi: 10.5057/ijae.IJAE-D-20-00016 ORIGINAL ARTICLE Analysis of Impression Evaluation of Fragrances Associated with ‘Omotenashi’ in Elderly People using Perfumes – Including Comparative with Young People – Harumi NAKAGAWA and Noriaki KUWAHARA Kyoto Institute of Technology, Matsugasaki, Sakyo-ku, Kyoto 606-8585, Japan Abstract: In this study, we used 6 different fragrances to better understand the tendency of scents to elicit a sense of omotenashi (hospitality) in elderly people. To first understand how elderly people perceive scents associated with feelings of omotenashi we performed an impression evaluation using SD method of 22 adjective pairs. We then analyzed the results taken from a questionnaire survey we conducted on 51 elderly Japanese men and women using a factor analysis, and extracted the factors that represent sensations of scents which produced a sense of omotenashi. Our subsequent examination of the main underlying factors indicated that scents with sensations of freshness, adulthood and pleasure hinted a sense of omotenashi in scents for elderly people. We also noted differences in the way the scent was perceived compared to young people. Keywords: Elderly, SD method, Fragrances Japan’s super-aged society, Shiizuka proposes a frame- 1. INTRODUCTION work for leveraging the ‘meta-kansei engineering’ method. The proposal, based on data from the White Paper on How much information do we receive and perceive Ageing Society published by the Cabinet Office, provides from scents in 24 hours of our daily lives? The informa- examples of training the five senses, including the sense tion on these scents is will differ depending on the kansei of smell and “expressing different fragrances” [4]. (sensibility; emotional response) of the person receiving it. Japanese people value the spirit of omotenashi (attention Also, the scent we perceive through our sense of smell is to detail in looking after guests; hospitality). The intro- not visible to the eye. duction of omotenashi as one of the key characteristics of Shoji noted that we usually use our senses to take in the Japanese spirit became a hot topic at the conference information from the outside world. To obtain information to bid for the Tokyo Olympics in 2020. According to from a single object, we usually use not one, but multiple Isao Kumakura, Japanese hospitality is not a one-sided senses at the same time. Moreover, psychological research service, but a mutually interactive pleasure [5]. The impact has shown that when multiple pieces of information are of scent on a person is immeasurable. “Fragrances can be obtained in this way, the discernment of each piece of used not only for personal use, but also to create a space in information is influenced by that received from the other an area or building with fragrance” [6]. The importance of senses [1]. scent is also highlighted by Dzhandzhugazova in the inno- Higuchi said that the olfactory areas in the brain make vative hotel marketing mix named “seven sensual notes” anatomically unique and direct connections with the (sight, hearing, smell, taste, touch, intuition, impressions), neural substrates responsible for emotional information which offers a new vision for the marketing mix and its processing. He argues that this has led to speculations correlation with the sensual share of a human being [7]. that people who interact with fragrance-wearers may While previous experiments using three types of experience relatively intense affective responses that fragrances [8] and ten types of fragrances [9] have been result in a positive impression of the fragrance-wearer [2]. conducted, our study used six types of only commercially Kansei is different from person to person, and the way a available fragrances. In another study, Nakagawa used person perceives a scent depends on his or her age, commercially available fragrances with different types of gender, environment, and lifestyle. Miura said that the scents, and questionnaire-based experiments to investigate psychological and physiological effects of certain smells how men and women perceive ‘omotenashi’ scents [10], have also been verified [3]. In a recent paper on the and how they feel the senses of hospitality about those significance of kansei engineering and the role it should fragrances [11], and how they perceive them depending on play against the backdrop of serious social issues in the most unpleasant time of the year, the rainy season [12], Received: 2020.06.12 / Accepted: 2020.07.21 Copyright © 2020 Japan Society of Kansei Engineering. All Rights Reserved. Advance Publication and how they perceive them in notes in the fragrances E. Chanel No.19 Chanel: (Green note) Eau De Toilette category called ‘notes’[13], and how they perceive them The refreshing fragrance of Galvanum is loved by both depending on the seasonal perceptions of four seasons [14]. men and women. In a similar manner to Nakagawa [14], our study utilized (Green note: fresh, clean, natural, gentle and intellectual) 6 commercially available perfumes and comprised of F. Un Jardin Sur Le Nil Hermès: (Citrus notes) Eau De questionnaire surveys. In our study, however, we questioned Toilette 51 elderly people aged 65 years or older to evaluate feelings Fresh citrus fragrance which can withstand the Japanese towards fragrances that elicit a sense of omotenashi, and summer heat. used the SD method to measure the way the elderly people (Citrus notes: fresh, cool feeling, refreshing, cheerful and perceived each of the scents that were associated with youthful) ‘omotenashi’. We then further analyzed the factors in order to extract the factors for the scent that the elderly perceive 2.3 Experimental Method as ‘omotenashi,’ and quantified these scents. Six types of commercially available fragrances were used to evaluate the impressions of the scents using a question- 2. METHOD naire. Six questionnaires were distributed to the participants and they were instructed to evaluate their impressions of 2.1 Ethical Measures each of the six fragrances A to F using a seven-point scale This study has been approved by the Human Subjects method with the 22-question adjective pairs for appraising Research Ethics Review Committee of Kyoto Institute of fragrances for each of the sheets 1-6. The 22 adjective pairs Technology (approval number: 2019-76). used in the questionnaire are shown in Table 1. We also instructed them to use the seven-point scale method to 2.2 Characteristics of the Flavors and Fragrances evaluate the question, “How do you feel the hospitality?”. Used in the Experiment In the questionnaire, the participants were asked to fill In this study, we used six kinds of perfumes labeled out a questionnaire in which they invited others to their A to F. Among the six kinds of perfumes, A, B, and D homes with the assumption of providing hospitality. had a high sensitivity rating of ‘a sense of omotenashi’ in Six fragrances A to F were used as illustrated in Figure 1. Nakagawa’s study [13]. A small amount of the fragrance from the vial as shown The details of the perfumes A through to F used in in Figure 1 was soaked into the tip of a thin piece of test this study, and the characteristics of the notes and their paper called a muette. The participants of the experiment attributes are presented below [15]. “Notes” is the smelled the scent slowly from the tip of the test paper, as description of scents [16]. shown in Figure 2, and provided their impressions on the A. Samsara Guerlain: (Woody notes) Eau De Toilette questionnaire for the six scents of the fragrances A to F. Luxurious fragrance with plenty of jasmine and birch. Table 1: The Questionnaire Sheet (Woody notes: serene, delicate, mysterious, quiet and calm) (Questionnaire) for fragrances of A to F B. Mitsouko Guerlain: (Chypre note) Eau De Toilette 1 Like +3 2 1 0 1 2 -3 Dislike 2 Pleasant +3 2 1 0 1 2 -3 Unpleasant Classical Chypre type, carrying the smell of flowers, 3 Comfortable +3 2 1 0 1 2 -3 Uncomfortable trees and slight fruity notes. 4 Strong +3 2 1 0 1 2 -3 Weak 5 Light +3 2 1 0 1 2 -3 Heavy (Chypre note: sophisticated, elegant, chic and mature) 6 Masculine +3 2 1 0 1 2 -3 Feminine C. Coco Chanel: (Oriental note) Eau De Toilette 7 Powdery +3 2 1 0 1 2 -3 Oily 8 Sweet +3 2 1 0 1 2 -3 Bitter A stylish oriental that suits mature women. Graceful 9 Clear +3 2 1 0 1 2 -3 Fuzzy smell that elicits Coco Chanel’s baroque style. 10 Dry +3 2 1 0 1 2 -3 Moist 11 Refreshing +3 2 1 0 1 2 -3 Annoying (Oriental note: smooth, sexy and passionate. Sensual, 12 Gentle +3 2 1 0 1 2 -3 Sharp bewitching, and warm for women. Dandy and noble for 13 Clean +3 2 1 0 1 2 -3 Messy 14 Elegant +3 2 1 0 1 2 -3 Wild men.) 15 Graceful +3 2 1 0 1 2 -3 Cheap D. Terre D’Hermès Hermès: (Woody notes) Eau De Toilette 16 Adult-like +3 2 1 0 1 2 -3 Childish 17 Mature +3 2 1 0 1 2 -3 Immature Fragrance of trees and forests. Elicits tree imagery among 18 Young +3 2 1 0 1 2 -3 Old Japanese people. 19 Calm +3 2 1 0 1 2 -3 Violent 20 Sensual +3 2 1 0 1 2 -3 Neat (Woody notes: serene, delicate, mysterious, quiet and 21 Oriental +3 2 1 0 1 2 -3 Western calm) 22 Positive +3 2 1 0 1 2 -3 Negative Advance Publication Analysis of Impression Evaluation of Fragrances Associated with ‘Omotenashi’ in Elderly People using Perfumes Figure 1: Experimental Setup Figure 3: Experiment Landscape 2.6 Data Analysis Methods In this paper, a factor analysis was conducted for 1 to 22 of the adjective pairs shown in Table 1 to extract the factors underlying the scents of the fragrances; and in this case, the fragrance that elicit a sense of omotenashi in the elderly.
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