What is lost in translation: A cross-cultural study to compare the concept of nuttiness and its perception in soymilk among Korean, Chinese, and Western groups

Abstract

Cross-cultural communication of “nuttiness” can be problematic because the underlying conceptual elements and words used to describe its features may be largely culture-dependent. The present study was conducted to understand similarities and dissimilarities in the concept of nuttiness and its actual perception in our model food system, soymilk, among similar (Korean and Chinese) and dissimilar (Western) food cultures. In total, 110 Koreans, 103 Chinese, and 93 English-speaking, Western consumers were recruited. Subjects were asked to provide a definition of nuttiness and generate examples of nutty and non-nutty foods. They also rated the intensity of the nuttiness of 8 soymilk samples. Sensory profiles of 8 soymilk samples were obtained using 9 trained panelists. Data from the definition task were processed through textual analysis. To identify sensory drivers, consumer ratings of perceived nuttiness intensity in soymilk were projected onto a sensory space constructed from the descriptive profiles of nuttiness. We found significant association between culture and usage of specific words (χ270, 0.05=155.8, p<0.001). For example, whereas the concept of nuttiness in the Korean group involved sensory experiences evoked by sesame, roasted, proteic, or fatty foods, in Westerners, it was more nut-oriented. In contrast, the Chinese group associated nuttiness with general characteristics and hedonic dimensions such as good and comfort, rather than with specific foods. However, sensory drivers of nuttiness in soymilk were consistent across cultures. We found that although the abstract definition of nuttiness clearly demonstrated cross-cultural differences, sensory perception of nuttiness was almost identical across all groups. This suggests that cultural background influences verbalization of one's perception, but not the actual perception itself.