The Hidden Bias in Scent Research: Why Most Studies Focus on Western Populations
When you think about scent research—whether it's studies on odor perception, fragrance preferences, or olfactory memory—you might imagine a global field, rich with diversity, drawing from the vast tapestry of human cultures and environments.
But the reality is far narrower.
Most scientific research on smell is overwhelmingly centered on Western, educated, industrialized, rich, and democratic (WEIRD) populations. This bias, well documented in psychology and neuroscience, is especially problematic in olfactory studies, where culture, diet, environment, and language profoundly shape the way we perceive and describe smells.
The result? Our scientific understanding of the human sense of smell is incomplete, skewed, and—ironically—culturally nose-blind.
How Culture Shapes Smell Perception
Smell is often called the most “primitive” sense, but that doesn’t mean it operates the same way for everyone. In fact, olfactory perception is one of the most culturally variable senses we have.
Consider:
In Western societies, smells are often linked to personal hygiene or romantic appeal—think perfumes, deodorants, or scented candles.
In other cultures, such as among the Jahai people of the Malay Peninsula, smell is deeply embedded in daily communication, with a rich vocabulary for describing aromas (e.g., different words for the smell of fire, blood, or fruit).
In parts of India and Ethiopia, body odor can be seen as a natural, even spiritual, part of identity—not something to be masked.
What one culture deems "pleasant" or "disgusting" can differ radically from another's. And yet, most scent studies operate from Western olfactory norms, labeling smells as “universal” or “biologically hardwired” without testing those assumptions globally.
The Problem with a WEIRD Nose
Over 80% of olfactory research participants come from Western Europe or North America, and most studies use:
Commercial fragrance compounds
Food-related odors familiar to Western palates
English-language questionnaires or rating systems
This skews the results toward a narrow view of:
What is considered “normal” smell ability
What counts as a “pleasant” or “foul” odor
How we talk about smell (which many Western languages do poorly)
As a result, research may overlook entire dimensions of human olfactory experience, from culturally specific smells (like fermented fish or sacred smoke) to linguistic capabilities (many cultures have smell-specific vocabularies that English lacks).
Consequences of This Bias
Misrepresentation of Human Sensory Abilities
Studies suggest that some Indigenous or rural populations outperform Westerners in scent identification and differentiation, likely due to greater environmental engagement with natural odors. When these groups are left out, we underestimate the full capacity of human smell.Inequities in Medical and Diagnostic Research
As smell becomes a tool for diagnosing diseases (e.g., COVID-19, Parkinson’s, or Alzheimer’s), we risk creating tools that don’t account for cultural or environmental variation in scent perception—leading to misdiagnosis or exclusion.Consumer Product Design Flaws
Perfume, food, cleaning products, and cosmetics often fail in non-Western markets because their fragrance profiles were designed using Western olfactory preferences, without testing global reactions.Lost Opportunities for Innovation
By ignoring diverse olfactory traditions—from incense rituals to traditional healing—we miss out on centuries of cultural knowledge, aromatic plant use, and scent-based communication that could expand science and industry.
Toward a More Inclusive Scent Science
If we want to understand the human sense of smell, we need to study humanity more broadly. Here’s how the field can improve:
Diversify Study Populations: Include non-WEIRD communities, rural populations, and Indigenous groups in scent research.
Translate and Adapt Tools: Use culturally relevant odors and build smell vocabularies that match local languages.
Value Traditional Knowledge: Collaborate with cultural experts and elders who hold oral histories of aromatic practices and classifications.
Support Cross-Disciplinary Work: Combine anthropology, chemistry, linguistics, and neuroscience to build a fuller picture of how smell operates globally.
Final Thought: No One-Size-Fits-All Nose
The human nose is not just a receptor—it’s a cultural lens, filtering experience through language, memory, environment, and belief. When science ignores that diversity, it doesn't just miss nuances—it misses the truth.
To understand smell is to understand what it means to be human. And to do that thoroughly, we need to move beyond the lab, beyond the West, and beyond the idea that we all smell the same.
Because the future of scent science shouldn’t just be evidence-based.
It should be world-aware.
