Abstract All of the senses can potentially contribute to perception and experience food drink. Sensory influences come both from or drink itself, environment in which that is tasted consumed. In this study, participants initially had pair each three soundtracks with one chocolates (varying on bitter‐sweet dimension). a second part impact various music samples these participants’ ratings taste was assessed. The results demonstrate what people hear exerts significant influence over their...

We introduce a novel methodology to assess the influence of emotion induced by listening music on consumer's multisensory tasting experience. These crossmodal effects were analyzed when two contrasting tracks (positive vs negative emotion) presented consumers while beer. The results suggest that emotional reactions triggered influenced specific aspects Participants liked beer more, and rated it as sweeter, associated with positive emotion. same was more bitter, higher alcohol content, having...

The purpose of this paper is to derive into practical recommendations from multisensory stimulation with virtual reality (VR) and scent help educators develop effective teaching strategies geared toward aspects the learning experience, recall, creativity in a stereotypical context.The based on randomized experiment which student participants were subdivided three treatment groups one control group. Each group was stimulated by different combination visual, auditory, olfactory stimuli (2D...

Visual appearance (e.g., color) cues set expectations regarding the likely taste and flavor properties of food drink. These may, in turn, anchor subsequent tasting experience. In present study, we examined influence color a beer on consumer's Dark pale beers were evaluated both before after tasting. Importantly, these indistinguishable terms their taste/flavor when tasted without any visual cues. The results indicate that differing led to clear differences expected taste/flavor. However,...

Shape can play an important role in our perception of food. In this study, the consequences crossmodal correspondences between shape and taste on expected actual experience eating chocolate were evaluated. Participants given two identical dark chocolates differing only terms their (round or angular) then rated expectations sweetness, bitterness, creaminess liking. Subsequently, they those attributes tasting chocolates. Repeated-measures multivariate analyses (RM-MANOVA) variance conducted to...

The research presented here focuses on the influence of background music beer-tasting experience. An experiment is reported in which different groups customers tasted a beer under three conditions (N = 231). control group was with an unlabeled beer, second labeled and third together customized sonic cue (a short clip from existing song). In general, experience rated as more enjoyable than when tasting conducted silence. particular, those who were familiar band that had composed song, liked...

The current landscape of the perfume industry faces challenge enhancing product appeal and captivating consumers through innovation. Integrating multisensory elements into experiences has potential to drive this innovation forward. This research presents a novel methodology for characterizing sounds that evoke perception freshness in fragrances. Three experiments were conducted explore transferability identified sound characteristics experience certain Experiment 1 assessed selected identify...

Everyday eating and drinking experiences involve multiple, interrelated, sensory inputs. However, when it comes to human-food interaction design (HFI) research, certain senses have received more attention than others have. Here, we focus on audition, a sense that has limited in such context. In particular, highlight the role of food/drink-related sounds, as potential input for design. We review some few systems built sounds within food drink contexts. also present multisensory framework...

We report two experiments designed to assess the key sensory drivers underlying people’s association of a specific auditory pitch with Belgian beer. In particular, we assessed if people would rely mostly on differences between beers in terms their relative alcohol strength, or contrast most salient taste attributes different beers. Experiment 1, participants rated three bitter (differing content), using narrow range choices (50–500 Hz). The results revealed that were all around same (Mean =...

Sonic seasoning refers to the way in which music can influence multisensory tasting experiences. To date, majority of research on sonic has been conducted Europe or USA, typically a within-participants experimental context. In present study, we assessed applicability large-scale between-participants setting Asia. A sample 1611 participants tasted one chocolate while listening song that evoked specific combination cross-modal and emotional consequences. The results revealed music’s character...

Abstract This article examines paradoxes, challenges, and opportunities in the context of ethical customer experience management. Central to this discussion are different stakeholders such as firms, customers, policymakers, regulators, society at large, well key issues associated with them. Firms aim design manage compelling experiences using data but face challenges balancing cost, customization, concerns, fairness Customers should be encouraged reflect on whether share personal information...