Multisensory design: Reaching out to touch the consumer

Spence, Charles; Gallace, Alberto

doi:10.1002/mar.20392

Cited by 305 publications

(237 citation statements)

References 140 publications

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“…The sound of the release of carbonation when opening a bottle of Schweppes or a bottle of "Snapple" provide another example of the signature sounds that drinks might have associated with them. Generally speaking, it would appear that the sounds made by a food item's packaging can, and often does, provide meaningful information about the product within (see Spence and Gallace 2010).…”

Section: Studiesmentioning

confidence: 99%

Assessing the Role of Sound in the Perception of Food and Drink

Zampini

Spence

2010

Chem. Percept.

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The consumption of food and drink are among the most multisensory of our perceptual experiences. In fact, the evaluation of foodstuffs is not only influenced by the unified oral sensation (or Gestalt) of taste and smell in the mouth but also by what the foods look, feel (i.e., oral texture, temperature, viscosity, etc.), and sound like (particularly for noisy foods such as crisps, celery, carrots, etc.) when we eat or drink them. The empirical literature reviewed here highlights the important role that auditory cues have on our perception of a variety of different food and drink items. In particular, changing the sounds that are made when we bite into a foodstuff, or the sounds that are made by carbonated drinks, have both been shown to have a dramatic effect on perception. Auditory stimuli that are not even directly food-related have also been shown to influence people's behavior. The present article reviews the growing body of research, highlighting the significant effects that music and other auditory stimuli can have on people's food choices. Taken together, the results of the studies reported here unequivocally show that what people hear (be it food-related or nonrelated sounds) can have a dramatic effect on their perceptions of food and drink. Finally, we report a number of explanations that have been put forward in order to account for these cross-modal effects.

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Section: Studiesmentioning

confidence: 99%

Assessing the Role of Sound in the Perception of Food and Drink

Zampini

Spence

2010

Chem. Percept.

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“…As far as it is possible to tell, the weight and compressibility of the two cup holders were matched in this study. This, again, implies that the only way in which the two receptacles differed was in terms of their angular vs. rounded feel (and/or visual appearance; Spence & Gallace, 2011 [17]). And given that it was only the outside of the receptacles that varied, physico-chemical accounts clearly do not have any possible explanatory validity here.…”

Section: On the Shape Of The Wine Glass: Physico-chemical Explanationmentioning

confidence: 99%

Does the Shape of the Drinking Receptacle Influence Taste/Flavour Perception? A Review

Spence

Doorn

2017

Beverages

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Abstract:In this review, we summarize the latest evidence demonstrating that the shape and feel of the glassware (and other receptacles) that we drink from can influence our perception of the taste/flavour of the contents. Such results, traditionally obtained in the world of wine, have often been interpreted in terms of changes in physico-chemical properties (resulting from the retention, or release, of specific volatile aromatic molecules), or the differing ways in which the shape of the glassware funnels the flow of the liquid across the tongue. It is, however, not always clear that any such physico-chemical differences do, in fact, lead to perceptible differences. Others, meanwhile, have stressed the importance of cultural factors, and the perceived appropriateness, or congruency, of the receptacle to the drink, based on prior experience. Here, though, we argue that there is also a much more fundamental association at work between shape properties and taste/flavour. In particular, the suggestion is made that the shape properties of the drinking receptacle (e.g., whether it be more rounded or angular)-regardless of whether the receptacle is seen, felt, or both-can prime certain expectations in the mind of the drinker. And, based on the theory of crossmodal correspondence, this priming is thought to accentuate certain aspects of the tasting experience, likely as a result of a taster's attention being focused on the attributes that have been subtly primed.

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“…Typically, a product is conceived so as to capture the attention of potential customers and elicit an emotional reaction by appealing to their senses. The low-cost VR, MR and AR technologies, which are today available on the market, make it easy for designers, with the help of marketing experts, psychologists and neuroscientists, to design product multisensory experiences, to quickly test the reaction of the potential customers and finally refine the results (Spence and Gallace, 2011;Ferrise et al, 2017). Although many of VR, MR and AR applications rely primarily on visual technologies, there are technologies for other senses such as hearing, touch, and olfaction.…”

Section: Introductionmentioning

confidence: 99%

Simulating Multisensory Wine Tasting Experience

Carulli¹,

Bordegoni²,

Ferrise³

et al. 2018

Proceedings of the DESIGN 2018 15th International Design Conference

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In this paper, we present the development of an application that allows us to simulate the multisensory experience of tasting a glass of wine. To this end, technologies for the sense of touch, sight, hearing, and smell have been integrated, creating an interactive multi-sensory experience. The user, after picking up a glass, activates an application in which he is guided by a virtual sommelier to make a tasting, and he is able to perceive the multi-sensory experience of the wine tasting experience. The paper describes the application and its potential use in marketing.

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Multisensory design: Reaching out to touch the consumer

Cited by 305 publications

References 140 publications

Assessing the Role of Sound in the Perception of Food and Drink

Assessing the Role of Sound in the Perception of Food and Drink

Does the Shape of the Drinking Receptacle Influence Taste/Flavour Perception? A Review

Simulating Multisensory Wine Tasting Experience

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