Charles Spence

University of Oxford | OX · Department of Experimental Psychology

Service firms can use sensory cues to provide a perception of luxury in terms of quality and service. In the area of destination branding, brand names are one of the core elements of brands that help communicate their image to a consumer in the hospitality and tourism sector. Psycholinguistics research demonstrates that linguistic cues embedded wit...

It is often suggested in the popular press that food chains deliberately introduce enticing product aromas into (and in the immediate vicinity of) their premises in order to attract customers. However, despite the widespread use of odours in the field of sensory marketing, laboratory research suggests that their effectiveness in modulating people's...

Background and Aims There is a dearth of information about binge eating disorder (BED) among Bangladeshi university students, who may be more susceptible to BED due to the rise in unhealthy lifestyles and food habits. Therefore, the purpose of this study was to assess the prevalence and associated factors of BED symptoms among Bangladeshi universit...

In an effort to reduce the negative impact of clothing manufacturing on the environment, a number of international clothing brands have made strides towards engaging in more environmentally-sustainable behaviours. However, further research is still needed in order to understand the effects of these efforts on consumer perception and decision-making...

The biases affecting people’s perception of dynamic stimuli are typically robust and strong for specific stimulus configurations. For example, representational momentum describes a systematic perceptual bias in the direction of motion for the final location of a moving stimulus. Under clearly defined stimulus configurations (e.g., specific stimulus...

Across the millennia, and across a range of disciplines, there has been a widespread desire to connect, or translate between, the senses in a manner that is meaningful, rather than arbitrary. Early examples were often inspired by the vivid, yet mostly idiosyncratic, crossmodal matches expressed by synaesthetes, often exploited for aesthetic purpose...

A multitude of crossmodal correspondences have now been documented between taste (gustation) and visual features (such as hue). In the present study, new analytical methods are used to investigate taste-colour correspondences in a more fine-grained manner while also investigating potential underlying mechanisms. In Experiment 1, image processing an...

Air travel has undoubtedly become a more stressful activity for many passengers in recent years, in part as a result of the global Covid pandemic. Consequently, there has been a growing focus on how to optimize the psychological wellbeing of passengers while in the air. This narrative historical review considers how the passenger experience can pot...

Introduction The knowledge accrued through research in the domain of crossmodal correspondences has had a significant influence on a diverse array of disciplines, including behavioral studies, neuroscience, computational modeling, and notably, marketing, with the objective of aligning sensory experiences to help shape patterns of consumer behavior....

There has been a noticeable increase of interest in research on multisensory flavour perception in recent years. Humans are visually dominant creatures and a growing body of research has investigated how visual cues influence taste/flavour perception. At the same time, however, several null or limited findings have also been published recently; tha...

The field of sonic branding has grown rapidly in recent years. While the majority of the developments in this area have thus far been led by practitioners, it is important to understand the cognitive principles underlying the appropriateness and efficacy of sonic branding in order to help develop design principles and practical guidelines that will...

Perceptual similarity is one of the most fiercely debated topics in the philosophy and psychology of perception. The documented history of the issue spans all the way from Plato – who regarded similarity as a key factor for human perceptual experience and cognition – through to contemporary psychologists – who have tried to determine whether, and i...

Flowers have provided comfort to humans for millennia. Imbued with aesthetic value and symbolic meaning, they have long been present in funeral rituals, feasts, offerings, and songs. Carriers of aesthetic beauty, they are used as adornments in physical spaces, as decorations through flower arrangements, as well as appearing in paintings, ceramics,...

There has been a rapid recent growth in academic attempts to summarise, understand, and predict the taste profile matching complex images that incorporate multiple visual design features. While there is now ample research to document the patterns of vision-taste correspondences involving individual visual features (such as colour and shape curvilin...

Introduction This research investigates consumer acceptance of alternative methods for communicating information about wine, focusing on the alignment between sensory attributes and consumer expectations. Methods A survey was administered to wine enthusiasts to assess their attitudes toward crossmodal communication. Results The findings reveal si...

Sensory Individuals: Unimodal and Multimodal Perspectives provides an interdisciplinary, well-balanced, and comprehensive look at different aspects of unisensory and multisensory objects, using both nuanced philosophical analysis and informed empirical work. The research presented in this book represents the field's progression from treating neural...

Sensory Individuals: Unimodal and Multimodal Perspectives provides an interdisciplinary, well-balanced, and comprehensive look at different aspects of unisensory and multisensory objects, using both nuanced philosophical analysis and informed empirical work. The research presented in this book represents the field's progression from treating neural...

A study is reported that was designed to investigate the influence of various kinds of sonic accompaniment on consumers’ perception of a high-end luxury sports car. Using a between-participants experimental design, groups of 40 participants viewed a short car ad. The groups heard either classical music, pop music, sound effects, or listened in sile...

Representational momentum describes the typical overestimation of the final location of a moving stimulus in the direction of stimulus motion. While systematically observed in different sensory modalities, especially vision and audition, in touch, empirical findings indicate a mixed pattern of results, with some published studies suggesting the exi...

“Crossmodal correspondences” are the consistent mappings between perceptual dimensions or stimuli from different sensory domains, which have been widely observed in the general population and investigated by experimental psychologists in recent years. At the same time, the emerging field of human movement augmentation (i.e., the enhancement of an i...

Non-synesthetes exhibit a tendency to associate specific shapes with particular colors (i.e., circle–red, triangle–yellow, and square–blue). Such color–shape associations (CSAs) could potentially affect the feature binding of colors and shapes, thus resulting in people reporting more binding errors in the case of incongruent, rather than congruent,...

This narrative historical review considers the various routes to nudging consumers towards drinking more, given self-reported evidence that many people are often not adequately hydrated. This review builds on the related notion of ‘visual hunger’. Interestingly, however, while many desirable foods are associated with distinctive sensory qualities (...

The effects of color and typeface on people’s taste expectations have been well documented in the literature on crossmodal correspondences. However, research on the interaction between different visual features when they are collectively associated with specific taste qualities is scarce. Here, an online study is presented that examines the combine...

The consumption of food and drink are amongst life’s most multisensory experiences, and go beyond the sensory stimulation taking place in the mouth. The latest research reveals the complex multisensory interactions that influence consumers’ sensory and hedonic judgments, as well as their food preferences and choices. This chapter explores the conce...

Objectives: To assess the impact of different types of background music on patients' anxiety and perceptions in a healthcare setting. Background: An overwhelming number of studies in the West have been conducted on the use of background music in reducing patients' anxiety and their perception of hospitals. Despite the optimism for Western classi...

Food neophobia, described as a reluctance to eat and or avoid new food, is a personality trait that affects food choice. Despite its potential influence on an individual’s food intake, food neophobia has been poorly investigated in Bangladesh. This cross-sectional study was designed to evaluate food neophobia and its association with sociodemogr...

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 glas...

Why people at any point in history may have considered a particular combination of food and drink as pairing especially well is likely due to reasons of food culture (including social and economic factors), more than the underlying food chemistry.

A number of perplexing phenomena in the area of olfactory/flavour perception may fruitfully be explained by the suggestion that chemosensory mental imagery can be triggered automatically by perceptual inputs. In particular, the disconnect between the seemingly limited ability of participants in chemosensory psychophysics studies to distinguish more...

While there has long been public concern over the use of artificial/synthetic food colors, it should be remembered that food and drink products (e.g., red wine) have been purposefully colored for millennia. This narrative historical review highlights a number of reasons that food and drink have been colored, including to capture the shopper's visua...

With the continuing development of internet technologies, an increasing number of consumers want to customise the products they buy online. In order to explore the relationship between perception and purchase intent, a conceptual framework was developed that was based on the link between multisensory perception, positive emotions, and purchase inte...

A rapidly growing body of empirical research has recently started to emerge highlighting the connotative and/or semiotic meanings that consumers typically associate with specific abstract visual design features, such as colours (either when presented individually or in combination), simple shapes/curvilinearity, and the orientation and relative pos...

Some dishes are shocking because of what they contain, such as Korean dog stew to many Western diners, or horsemeat to the British. Others are shocking merely because of what they look like, or resemble: The growing popularity of animate dishes in parts of Asia, for example, or the much-publicized Michelin-starred Hong Kong chef Alvin Leung's ‘Sex...

This narrative review discusses the literature on contemporary sensory marketing as it applies to hotel design. The role of each of the guest’s senses in the different stages of the customer journey are highlighted, and the functional benefits (to the guest’s multisensory experience), and likely commercial gains, of engaging more effectively with t...

Phonetic elements of brand names can convey a range of specific meanings. However, an integrated understanding of the sound symbolism of brand names remains elusive. Here, we classify sound symbolism in brand names based on three key dimensions of the semantic differential (evaluation, potency, and activity). In particular, we demonstrated that the...

While the growing global obesity crisis in humans has attracted a great deal of attention from the media and healthcare professionals alike, the rapid increase in weight problems reported amongst pets is now attracting widespread recognition too. In humans, the emerging science of gastrophysics offers a number of concrete suggestions as to how peop...

The focus in the gastronomy and food science literature tends to be squarely on the design of the food/dish itself, rarely stopping to consider how that food makes its way to the mouth of the consumer/diner. The question to be addressed in this narrative historical review concerns how the experience of eating (at least amongst Western diners) chang...

Top-down control over stimulus-driven attentional capture, as postulated by the contingent capture hypothesis, has been a topic of lively scientific debate for a number of years now. According to the latter hypothesis, a stimulus has to match the feature of a top-down established control set in order to be selected automatically. Today, research on...

People tend to associate abstract visual features with basic taste qualities. This narrative historical review critically evaluates the literature on these associations, often referred to as crossmodal correspondences, between basic tastes and visual design features such as color hue and shape curvilinearity. The patterns, discrepancies, and evolut...

This narrative historical review examines the wide range of approaches that has been trialled/suggested in order to reduce the consumption of salt. While sodium is an essential micronutrient, there is widespread evidence that high levels of consumption are leading to various negative health outcomes. This review summarises the evidence relating to...

Our food choices and consumption behaviours are often influenced by odour hedonics, especially in the case of those orthonasally experienced aromas (that is, those odours that are food-related). The origins of odour hedonics remain one of the most intriguing puzzles in olfactory science and, over the years, several fundamentally different accounts...

The effect(s) of visual cues and their crossmodal correspondences in the context of food packaging have been increasingly researched over the last two decades. This study contributes to the subject by integrating four visual variables into a choice‐based conjoint analysis test. The contributions of color (pink/black), typeface (rounded/angular), in...

In this narrative historical review, I want to take a closer look at the concept of perceptual similarity both as it applies within, and between, the chemical senses (specifically taste and smell). The discussion is linked to issues of affective similarity and connotative meaning. The relation between intramodal and crossmodal judgments of perceptu...

Rounded shapes, which have been shown to enhance sweetness, were compared to the perfectly symmetrical Platonic solids. In a first online experiment, participants were presented with a rotating three-dimensional geometric shape (a sphere, the five Platonic solids, and three irregular angular/rounded/naturalistic controls), and indicated their likin...

Non-synesthetes exhibit a tendency to associate specific shapes with particular colors (i.e., circle–red, triangle–yellow, and square–blue). Such color–shape associations (CSAs) could potentially affect the feature binding of colors and shapes, thus resulting in people reporting more binding errors in the case of incongruent, rather than congruent,...

The oral-somatosensory mouthfeel of foodstuffs is a critical factor driving liking and acceptability. Previous studies have revealed that the use of auditory and visual elements in food packaging can affect consumers’ sensory expectations of food. It is worth noting that most of these studies have focused on visual elements. However, research on th...

Non-synesthetes exhibit a tendency to associate specific shapes with particular colors (i.e., circle–red, triangle–yellow, and square–blue). Such color–shape associations (CSAs) could potentially affect the feature binding of colors and shapes, thus resulting in people reporting more binding errors in the case of incongruent, rather than congruent,...

Non-synesthetes exhibit a tendency to associate specific shapes with particular colors (i.e., circle–red, triangle–yellow, and square–blue). Such color–shape associations (CSAs) could potentially affect the feature binding of colors and shapes, thus resulting in people reporting more binding errors in the case of incongruent, rather than congruent,...

In recent years, there has been something of an explosion of interest in those artworks and installations that directly foreground the bodily senses. Often referred to as proprioceptive (or prop.) art, the question to be addressed in this narrative historical review is how it should be defined, and why has it become so popular? A contrast is drawn...

Sounds elicit emotional responses that can influence the perception of food. However, the effects of sounds upon the perception of emotional and non-emotional foods have yet to be fully elucidated. The present study was designed to investigate how pleasant and unpleasant sounds influenced both perception and emotion responses during the consumption...

Roughness is a perceptual attribute typically associated with certain stimuli that are presented in one of the spatial senses. In auditory research, the term is typically used to describe the harsh effects that are induced by particular sound qualities (i.e., dissonance) and human/animal vocalizations (e.g., screams, distress cries). In the tactile...

There has been a rapid growth of interest amongst researchers in the cross-modal correspondences in recent years. In part, this has resulted from the emerging realization of the important role that the correspondences can sometimes play in multisensory integration. In turn, this has led to an interest in the nature of any differences between indivi...

Purpose Atmospherics is undoubtedly a multi-sensory concept, despite mostly being studied on a sense-by-sense basis by architects, sensory marketers and urban designers alike. That is, our experience is nearly always the result of cross-modal/multi-sensory interactions between what we see, hear, smell and feel in a given space. As such, it is criti...

Dietary supplements are prevalent and represent a huge (and still growing) global market. Such products are intended to enhance health and wellness as well as to supplement diets. Compared to the large amount of dietary supplements research on nutrition, dietetics, and medicine, far less research has been conducted in the realm of sensory and consu...

Research on food psychology demonstrates that epicurean eating tendencies (i.e., esthetic appreciation of the sensory and symbolic value of food), similar to health concerns, tend to be associated with more regulated eating behaviors. Given that wine is already a product that is more pleasure-oriented, the question to be addressed here is whether s...

Manual motor responses to newly self-associated as compared with other-associated stimuli in a matching task are typically enhanced. However, little is known about the representations of self and other underlying these responses. An emerging theoretical view is that self-bias in these responses is not influenced by consciously accessible constructs...

The “phantasmagoria” is a term that originally referred to the ghost lantern shows first staged in France at the end of the 18th Century by the Belgian inventor and entertainer Étienne-Gaspard Robertson. The question to be addressed in this review concerns the link between the phantasmagoria (defined as a ghostly visual entertainment) and the multi...

In recent years, a growing number of academic researchers, as well as many marketing and design practitioners, have uncovered a variety of factors that would appear to enhance the visual attractiveness, or deliciousness, of food images to the typical consumer. This review, which contains both narrative and systematic elements, critically evaluates...

Auditory cues, such as real-world sounds or music, influence how we perceive food. The main aim of the present study was to investigate the influence of negatively and positively valenced mixtures of musical and non-musical sounds on the affective states of participants and their perception of chocolate ice cream. Consuming ice cream while listenin...

We report two experiments designed to investigate whether the presentation of a range of pleasant fragrances, containing both floral and fruity notes, would modulate people’s judgements of the facial attractiveness (Experiment 1) and age (Experiment 2) of a selection of typical female faces varying in age in the range 20–69 years. In Experiment 1,...

Visually recognising one’s own body is important both for controlling movement and for one’s sense of self. Twenty previous studies asked healthy adults to make rapid recognition judgements about photographs of their own and other peoples’ hands. Some of these judgements involved explicit self-recognition: “Is this your hand or another person’s?” w...

Contemporary food scientists may find inspiration, just as, over the centuries, various writers and painters have, in the delicious, multisensory complexity of a ripe peach.

A shape-label matching task is commonly used to examine the self-advantage in motor reaction-time responses (the Self-Prioritization Effect; SPE). In the present study, auditory labels were introduced, and, for the first time, responses to unisensory auditory, unisensory visual, and multisensory object-label stimuli were compared across block-type...

Voice quality, or type of phonation (e.g., a whispery voice) can prime specific sensory associations amongst consumers. In the realm of sensory and consumer science, a wide range of taste-sound correspondences have been documented. A growing body of research on crossmodal correspondences has revealed that people reliably associate sounds with basic...

Entertaining the bodily senses by means of the deliberate stimulation of the proprioceptive, kinesthetic, and/or vestibular senses/systems has long been the focus of many of the (mechanical) rides found on the fairground and at the theme park. Although the history of kinaesthetic thrills and proprioceptive pleasures stretches back to the turn of th...

There has long been interest in the nature of the relationship(s) between hue and pitch or, in other words, between colour and musical/pure tones, stretching back at least as far as Newton, Goethe, Helmholtz, and beyond. In this narrative historical review, we take a closer look at the motivations that have lain behind the various assertions that h...

Our perception of moving stimuli is prone to systematic biases. Different biases, for example concerning the perceived speed, or spatial location, of a dynamic, moving stimulus, have consistently been reported in the literature. Different lines of experimental research, together with different theoretical explanations, have emerged analyzing and di...

The reality-virtuality continuum encompasses a multitude of objects, events, and environments ranging from real-world multisensory inputs to interactive multisensory virtual simulators, in which sensory integration can involve very different combinations of both physical and digital inputs. These different ways of stimulating the senses can affect...

We investigate whether the typeface used to display the purchase amount in the context of mobile payment influences consumers’ awareness of spending. The evidence suggests that prices displayed in angular (vs. round) typeface increase the awareness of spending in the context of mobile payment via the perceived harshness of the typeface and the expe...

In the latter half of the 19th Century, the chemist and perfumer Septimus Piesse drew attention to the close association (or similarity) that he felt existed between fragrance and music/sound. But what, one might be tempted to ask, is the value of knowing about such audio-olfactory associations (or crossmodal correspondences)? Here, we highlight a...

There is undoubtedly a spatial component to our experience of gustatory stimulus qualities such as sweet, bitter, salty, sour, and umami, however its importance is currently unknown. Taste thresholds have been shown to differ at different locations within the oral cavity where gustatory receptors are found. However, the relationship between the sti...

We report a study conducted at Underhill School in North London designed to assess the immediate impact of a culinary class with a chef on the students' willingness to choose and to eat unfamiliar vegetable-based food and beverage options. A total of 98 school children were randomly assigned to take part in either a 40-minute sensory exploration an...

The notion of harmony was first developed in the context of metaphysics before being applied to the domain of music. However, in recent centuries, the term has often been used to describe especially pleasing combinations of colors by those working in the visual arts too. Similarly, the harmonization of flavors is nowadays often invoked as one of th...

Just as for any other sensory system, researchers have long wanted to discriminate between the sensory discriminative and hedonic aspects of tactile perception. Supporting such a distinction, researchers have, in recent decades, uncovered the existence of a dedicated system of receptors in the hairy skin (C-Tactile, CT, afferents) that appear to be...

The colour and other visual appearance properties of food and drink constitute a key factor determining consumer acceptance and choice behaviour. Not only do consumers associate specific colours with particular tastes and flavours, but adding or changing the colour of food and drink can also dramatically affect taste/flavour perception. Surprisingl...

Chemotherapy is an aggressive form of treatment for cancer and its toxicity directly affects the eating behavior of many patients, usually by adversely affecting their sense of smell and/or taste. These sensory alterations often lead to serious nutritional deficiencies that can jeopardize the patient's recovery, and even continue to affect their li...

Eating and drinking are undoubtedly amongst life’s most multisensory experiences. Take, for instance, the enjoyment of flavor, which is one of the most important elements of such experiences, resulting from the integration of gustatory, (retronasal) olfactory, and possibly also trigeminal/oral-somatosensory cues. Nevertheless, researchers have sugg...

Purpose-This study aims to examine whether, and how, perceived product scarcity strengthens the attitude-behavior relation in the case of sustainable luxury products. Design/methodology/approach-Three online studies were conducted to examine the moderating role of perceived product scarcity on the attitude-willingness to pay (WTP) relationship in t...

Odour-sound correspondences provide some of the most fascinating and intriguing examples of crossmodal associations, in part, because it is unclear from where exactly they originate. Although frequently used as similes, or figures of speech, in both literature and poetry, such smell-sound correspondences have recently started to attract the attenti...

How do we engage with food through memory and imagination? This expansive volume spans time and space to illustrate how, through food, people have engaged with the past, the future, and their alternative presents. Beth M. Forrest and Greg de St. Maurice have brought together first-class contributions, from both established and up-and-coming scholar...