Virtually tasty: An investigation of the effect of ambient lighting and 3D-shaped taste stimuli on taste perception in virtual reality

Cornelio, Patricia; Dawes, Christopher; Maggioni, Emanuela; Bernardo, Francisco; Schwalk, Matti; Mai, Michaela; Pawlizak, Steve; Zhang, Jingxin; Nelles, Gabriele; Krasteva, Nadejda; Obrist, Marianna

doi:10.1016/j.ijgfs.2022.100626

Cited by 16 publications

(22 citation statements)

References 47 publications

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“…Ultimately, while it is still unclear which of these explanations may help to explain the existence of shape-taste correspondences, they are increasingly being incorporated in the design of foodscapes and the built environment. There have also been a number of creative examples of digital content designed to match, and possibly also modify/enhance the tasting experience based on such formtaste correspondences (Cornelio et al, 2022;Velasco et al, 2013; see also Wang et al, 2017b; see Fig. 2), sometimes combined with elements of 'sonic seasoning'.…”

Section: Discussionmentioning

confidence: 99%

Explaining Visual Shape–Taste Crossmodal Correspondences

Spence

2023

Multisens. Res.

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A growing body of experimental research now demonstrates that neurologically normal individuals associate different taste qualities with design features such as curvature, symmetry, orientation, texture and movement. The form of everything from the food itself through to the curvature of the plateware on which it happens to be served, and from glassware to typeface, not to mention the shapes of/on food product packaging have all been shown to influence people’s taste expectations, and, on occasion, also their taste/food experiences. Although the origins of shape–taste and other form–taste crossmodal correspondences have yet to be fully worked out, it would appear that shape qualities are occasionally elicited directly. However, more often, there may be a metaphorical attempt to translate the temporal qualities of taste sensations into a spatial analogue. At the same time, emotional mediation may sometimes also play a role in the affinity people experience between shape properties and taste. And finally, it should be acknowledged that associative learning of the relation between packaging shapes, glassware shapes, logos, labels and iconic food forms that commonly co-occur with specific taste properties (i.e., in the case of branded food products) may also play an important role in determining the nature of shape–taste correspondences. Ultimately, however, any attempt to use such shape–taste correspondences to nudge people’s behaviour/perception in the real world is made challenging due to the fact that shape properties are associated with multiple qualities, and not just taste.

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Section: Discussionmentioning

confidence: 99%

Explaining Visual Shape–Taste Crossmodal Correspondences

Spence

2023

Multisens. Res.

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“…, 2014), and studies have been conducted on the respective compensation effects of smell and sound on taste (Ward and Simner, 2003). A recent study showed that taste samples in different shapes have a significant impact on taste perception in different-color virtual environments (Cornelio et al. , 2022).…”

Section: Research Conclusion and Discussionmentioning

confidence: 99%

“…In recent years, research on cross-sensory compensation has been relatively rich in developed economies (Biswas and Szocs, 2019;Gagnon et al, 2014), and studies have been conducted on the respective compensation effects of smell and sound on taste (Ward and Simner, 2003). A recent study showed that taste samples in different shapes have a significant impact on taste perception in different-color virtual environments (Cornelio et al, 2022). However, in the context of China's emerging economies, research remains insufficient.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

Impact of virtual reality immersion on customer experience: moderating effect of cross-sensory compensation and social interaction

Mou

Fan

Ding

et al. 2023

APJML

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Purpose In order to encourage customers to try experience virtual tourism, researchers and practitioners pay more attention on how to improve customers' perception of authenticity.Design/methodology/approach Using the theory of cross-sensory compensation, through 4 experiments, this study examines the impact of social interaction and cross-sensory strategies on the relationship between virtual reality (VR) and improving customers' perception of authenticity and customer experience.Findings Through experimental research, this paper finds that (1) VR immersion has a significant positive impact on perception of authenticity, which in turn acts on customers' virtual tourism experience. (2) In addition, social interaction strengthens the relationship between VR immersion and customers' perception of authenticity. (3) The cross-sensory compensation has a positive effect on VR immersion to enhance customers' perception of authenticity.Originality/value The research conclusion provides a direction for further discussion on how to improve customers' perception of authenticity and provides theoretical guidance and reference for the virtual tourism industry.

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“…However, color did not influence perceived sweetness or whether a parCcipant liked the beverage. Cornelio et al [6] used VR to invesCgate the effects of colored virtual environments (red, blue, neutral) on taste percepCon (sweet, neutral) of differently shaped taste samples (rounded or spiky shapes according to the Kiki-Bouba paradigm). The results showed increased raCngs of sweetness when parCcipants tasted bouba-shaped (rounded) samples relaCve to kiki-shaped (spiky) samples, suggesCng that tacCle aRributes perceived inside the mouth can influence sweetness percepCon.…”

Section: Advances In Technology For Novel Ea7ng Experiencesmentioning

confidence: 99%

Memory Bites: From Earth to Space and Back

Obrist,

Velasco

2023

interactions

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Imagine yourself on a NASA one-year mission to the InternaConal Space StaCon (ISS), with just a few crewmates in a small, isolated environment that blurs the line between familiar and unfamiliar. You have access to food for sustenance, but its appearance, taste, and the way you interact with it are all different from on Earth. Your senses adapt to the unique environment, as the specially designed food serves its funcConal purpose of delivering the nutrients that you need, considering the limited availability of resources. Beyond its nutriConal value, though, food holds a profound significance in human society.Think of any meal. It involves the food but also an atmosphere, specific utensils, and oPen other people. It might involve your favorite comfort food or perhaps food that reminds you of something, someone, or a special occasion. Food is an essenCal part of life, and sharing a meal someCmes transcends the food itself, as in the case of Thanksgiving or Christmas. These special occasions show us that although food keeps us alive, it also serves other purposes in our socieCes. ScoR Kelly's memoir Endurance [1] captures the profound significance of food in human life. Only 48 hours aPer Kelly's return to Earth, he was back home in Houston, si[ng at the head of the dining table. He describes being surrounded by his family and enjoying the simple act of sharing a meal aPer yearning for it in space. The familiar faces, the joyful chaRer, the clinking of silverware, and even the sensaCon of gravity felt somewhat foreign to him yet also cherished.Designing space food is a complex endeavor that needs to consider the mulCple roles food plays in our lives, especially the context in which it is eaten. How would you feel celebraCng a special occasion in the absence of your loved ones and the familiar places where you would typically meet them, while eaCng freeze-dried fruits, energy-packed cereal bars, torCllas for various fillings, and specially formulated beverages?In this arCcle, we examine the importance of food in human society, focusing on its role during space missions on special occasions such as Thanksgiving in the U.S. We present a design concept called Earth Memory Bites, which considers various dimensions of eaCng experiences in space, such as nutriCon, sensory aspects, emoConal connecCons, social interacCons, and environmental factors, to support an astronaut's well-being. This concept uses advanced technologies, including 3D prinCng, virtual reality, and projecCon mapping, to create immersive, personalized dining experiences for astronauts. Ea7ng Experiences Unpacked

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Virtually tasty: An investigation of the effect of ambient lighting and 3D-shaped taste stimuli on taste perception in virtual reality

Cited by 16 publications

References 47 publications

Explaining Visual Shape–Taste Crossmodal Correspondences

Explaining Visual Shape–Taste Crossmodal Correspondences

Impact of virtual reality immersion on customer experience: moderating effect of cross-sensory compensation and social interaction

Memory Bites: From Earth to Space and Back

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