Localizing Smells: How Different Cultures Perceive Scents

Smell is not just a biological or psychological experience, it is also a social and cultural phenomenon which is increasingly being used in brand marketing.
Hofstede's cultural dimensions theory is a framework for cross-cultural communication and is still used today, despite being published in the late 1970's.

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Localizing Smells: How Different Cultures Perceive Scents

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