This study investigates how distinct fabric softener fragrances influence emotional responses and perceptions during the laundry process. Three types of fabric softeners were used, each with a unique fragrance profile: Softener T (powdery/fruity/floral), Softener U (fruity/floral), and Softener V (fruity/woody/floral). A total of 34 female participants were divided into four groups, categorized by the duration of product use and the number and variety of softeners provided: Group P (4 weeks): All three softeners (T, U, and V); Group Q (1 week): All three softeners (T, U, and V); Group R (4 weeks): One softener of the participant’s choice; and Group S (1 week): One softener of the participant’s choice. Participants used the assigned softeners in their homes. Semistructured interviews were conducted to explore the emotional and perceptual impacts of softener use during laundry. The study examined how the number and variety of softeners and duration of use affected the participants’ experiences. Responses were analyzed using the KJ method, resulting in a two-part model of the laundry experience: (i) experiencing fragrances fostered positive impressions of doing laundry, including feelings of surprise and anticipation; (ii) experiencing multiple fragrances prompted reflection on desired emotional outcomes during laundry.
SAITO et al. (2026) studied this question.