Browsing by Autor "Charles Spence"

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Introduction to Auditory Contributions to Food Perception and Consumer Behaviour
(2019) Charles Spence; Felipe Reinoso‐Carvalho; Carlos Velasco; Qian Janice Wang
Not Just Another Pint! The Role of Emotion Induced by Music on the Consumer’s Tasting Experience
(2019) Felipe Reinoso‐Carvalho; Silvana Dakduk; Johan Wagemans; Charles Spence
We introduce a novel methodology to assess the influence of the emotion induced by listening to music on the consumer’s multisensory tasting experience. These crossmodal effects were analyzed when two contrasting music tracks (positive vs negative emotion) were presented to consumers while tasting beer. The results suggest that the emotional reactions triggered by the music influenced specific aspects of the multisensory tasting experience. Participants liked the beer more, and rated it as tasting sweeter, when listening to music associated with positive emotion. The same beer was rated as more bitter, with higher alcohol content, and as having more body, when the participants listened to music associated with negative emotion. Moreover, participants were willing to pay 7–8% more for the beer that was tasted while they listened to positive music. This novel methodology was subsequently replicated with two different styles of beer. These results are discussed along with practical implications concerning the way in which music can add significant value to how a consumer responds to a brand.
Not Just Another Pint! The Role of Emotion Induced by Music on the Consumer’s Tasting Experience
(Brill, 2019) Felipe Reinoso‐Carvalho; Silvana Dakduk; Johan Wagemans; Charles Spence
We introduce a novel methodology to assess the influence of the emotion induced by listening to music on the consumer's multisensory tasting experience. These crossmodal effects were analyzed when two contrasting music tracks (positive vs negative emotion) were presented to consumers while tasting beer. The results suggest that the emotional reactions triggered by the music influenced specific aspects of the multisensory tasting experience. Participants liked the beer more, and rated it as tasting sweeter, when listening to music associated with positive emotion. The same beer was rated as more bitter, with higher alcohol content, and as having more body, when the participants listened to music associated with negative emotion. Moreover, participants were willing to pay 7-8% more for the beer that was tasted while they listened to positive music. This novel methodology was subsequently replicated with two different styles of beer. These results are discussed along with practical implications concerning the way in which music can add significant value to how a consumer responds to a brand.
‘Play the fragrance’: Designing musical soundscapes to match fragrances based on olfactory-auditory crossmodal correspondences
(SAGE Publishing, 2026) Charles Spence; Nicola Di Stefano; Felipe Reinoso‐Carvalho; Bruno Mesz; Asterios Zacharakis
In recent years, numerous studies demonstrating the crossmodal correspondences between individual olfactory stimuli and both auditory and visual stimuli have been published. However, most commercial perfumes are more complex (both chemically and perceptually) than individual olfactory stimuli, incorporating designated top, middle, and base notes. What is more, it is unlikely that it will be possible to discriminate effectively at a population level between hedonic responses to, and rated intensity of, most commercial perfumes (given that they are deliberately created to be pleasant and to provide an intense and long-lasting scent). Perfumes, unlike other classes of olfactory stimuli, also tend to be strongly gendered (masculine, feminine, or occasionally unisex). As such, the matching of music to fine fragrance faces different challenges than when matching music to the aromas and flavours of food and drink (a much more common application domain for crossmodal correspondences research currently). In this review, we examine the emerging literature on crossmodal correspondences to assess whether empirical findings can provide any actionable insights when it comes to assisting those wishing to design music and soundscapes that, in any meaningful sense, translate a perfume into its auditory equivalent.