Cross-Cultural Studies in Wine Appreciation

The authors hypothesized that whereas Japanese culture encourages socially engaging emotions (e.g., friendly feelings and guilt), North American culture fosters socially disengaging emotions (e.g., pride and anger). In two cross-cultural studies, the authors measured engaging and disengaging emotions repeatedly over different social situations and found support for this hypothesis. As predicted, Japanese showed a pervasive tendency to reportedly experience engaging emotions more strongly than they experienced disengaging emotions, but Americans showed a reversed tendency. Moreover, as also predicted, Japanese subjective well-being (i.e., the experience of general positive feelings) was more closely associated with the experience of engaging positive emotions than with that of disengaging emotions. Americans tended to show the reversed pattern. The established cultural differences in the patterns of emotion suggest the consistent and systematic cultural shaping of emotion over time.

The interaction between the vision of colors and odor determination is investigated through lexical analysis of experts' wine tasting comments. The analysis shows that the odors of a wine are, for the most part, represented by objects that have the color of the wine. The assumption of the existence of a perceptual illusion between odor and color is confirmed by a psychophysical experiment. A white wine artificially colored red with an odorless dye was olfactory described as a red wine by a panel of 54 tasters. Hence, because of the visual information, the tasters discounted the olfactory information. Together with recent psychophysical and neuroimaging data, our results suggest that the above perceptual illusion occurs during the verbalization phase of odor determination. Copyright 2001 Academic Press.