Inducing Novel Sound-Taste Correspondences via an Associative Learning Task.

The interest in crossmodal correspondences, including those involving sounds and involving tastes, has experienced rapid growth in recent years. However, the mechanisms underlying these correspondences are not well understood. In the present study (N = 302), we used an associative learning paradigm, based on previous literature using simple sounds with no consensual taste associations (i.e., square and triangle wave sounds at 200 Hz) and taste words (i.e., sweet and bitter), to test the influence of two potential mechanisms in establishing sound-taste correspondences and investigate whether either learning mechanism could give rise to new and long-lasting associations. Specifically, we examined an emotional mediation account (i.e., using sad and happy emoji facial expressions) and a transitive path (i.e., sound-taste correspondence being mediated by color, using red and black colored squares). The results revealed that the associative learning paradigm mapping the triangle wave tone with a happy emoji facial expression induced a novel crossmodal correspondence between this sound and the word sweet. Importantly, we found that this novel association was still present two months after the experimental learning paradigm. None of the other mappings, emotional or transitive, gave rise to any significant associations between sound and taste. These findings provide evidence that new crossmodal correspondences between sounds and tastes can be created by leveraging the affective connection between both dimensions, helping elucidate the mechanisms underlying these associations. Moreover, these findings reveal that these associations can last for several weeks after the experimental session through which they were induced.

Can metaphors help us better remember wines? The effect of wine evaluation style on short-term recognition of red wines.

People are generally poor at remembering complex food stimuli, such as wine. While writing a description has been shown to improve memory performance, talking about wine is generally a difficult task for novices. However, giving novices a framework in which to evaluate the wine may help with the memory process. Using a short-term recognition task, this experiment compared different forms of wine evaluation on the to-be-remembered wine sample, using either 1) a classic smell and taste evaluation, 2) a multisensory metaphor selection task with visual, auditory, and tactile metaphors, or 3) a control condition with no writing. Results from 153 participants revealed that recognition performance between the three groups was not significantly different. Secondary analysis revealed that recognition accuracy was correlated with wine liking for the control group, suggesting that in the absence of explicitly evaluating the wine, participants relied on wine liking as a cue for memory. Implications for theory development and applications in wine education are discussed.

Tasty vibes: Uncovering crossmodal correspondences between tactile vibrations and basic tastes.

The interest in crossmodal correspondences individually involving the senses of touch and taste has grown rapidly in the last few decades. Several correspondences involving different tactile dimensions (e.g., hardness/softness, roughness/smoothness) have been uncovered, such as those between sweetness and softness and between roughness and sourness. However, a dimension that has been long overlooked, despite its pervasiveness and importance in everyday experiences, relates to tactile vibrations. The present study aimed to fill this gap and investigate crossmodal correspondences between basic tastes and vibrations. In the present study (N = 72), we uncovered these associations by having participants sample basic taste (i.e., sweet, salty, sour, bitter, umami) aqueous solutions and chose the frequency of vibrations, delivered via a consumer-grade subwoofer wristband on their dominant hand, that they most strongly associated with each taste. We found that sourness was most strongly associated with frequencies around 98 Hz, and that sweetness and umami were associated with frequencies around 77 Hz. These correspondences may, to different extents, be based on affective and semantic mechanisms. The findings have relevant implications for theoretical research on multisensory integration and perception and the potential future applications of these associations, through wearable technologies, to enhance eating experiences and promote healthier eating habits.

Assessing mechanisms behind crossmodal associations between visual textures and temperature concepts.

In the last decades, there has been a growing interest in crossmodal correspondences, including those involving temperature. However, only a few studies have explicitly examined the underlying mechanisms behind temperature-related correspondences. Here, we investigated the relative roles of an underlying affective mechanism and a semantic path (i.e., regarding the semantic knowledge related to a single common source identity or meaning) in crossmodal associations between visual textures and temperature concepts using an associative learning paradigm. Two online experiments using visual textures previously shown to be associated with low and high thermal effusivity (Experiment 1) and visual textures with no consensual associations with thermal effusivity (Experiment 2) were conducted. Participants completed a speeded categorization task before and after an associative learning task, in which they learned mappings between the visual textures and specific affective or semantic stimuli related to low and high temperatures. Across the two experiments, both the affective and semantic mappings influenced the categorization of visual textures with the hypothesized temperatures, but there was no influence on the reaction times. The effect of learning semantic mappings was larger than that of affective ones in both experiments, suggesting that a semantic path has more weight than an affective mechanism in the formation of the associations studied here. The associations studied here could be modified through associative learning establishing correlations between visual textures and either affective or semantic stimuli. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

Measuring Cognitive Abilities in the Wild: Validating a Population-Scale Game-Based Cognitive Assessment.

Rapid individual cognitive phenotyping holds the potential to revolutionize domains as wide-ranging as personalized learning, employment practices, and precision psychiatry. Going beyond limitations imposed by traditional lab-based experiments, new efforts have been underway toward greater ecological validity and participant diversity to capture the full range of individual differences in cognitive abilities and behaviors across the general population. Building on this, we developed Skill Lab, a novel game-based tool that simultaneously assesses a broad suite of cognitive abilities while providing an engaging narrative. Skill Lab consists of six mini-games as well as 14 established cognitive ability tasks. Using a popular citizen science platform (N = 10,725), we conducted a comprehensive validation in the wild of a game-based cognitive assessment suite. Based on the game and validation task data, we constructed reliable models to simultaneously predict eight cognitive abilities based on the users' in-game behavior. Follow-up validation tests revealed that the models can discriminate nuances contained within each separate cognitive ability as well as capture a shared main factor of generalized cognitive ability. Our game-based measures are five times faster to complete than the equivalent task-based measures and replicate previous findings on the decline of certain cognitive abilities with age in our large cross-sectional population sample (N = 6369). Taken together, our results demonstrate the feasibility of rapid in-the-wild systematic assessment of cognitive abilities as a promising first step toward population-scale benchmarking and individualized mental health diagnostics.

Crossmodal associations between visual textures and temperature concepts.

Visual textures are critical in how individuals form sensory expectations about objects, which include somatosensory properties such as temperature. This study aimed to uncover crossmodal associations between visual textures and temperature concepts. In Experiment 1 (N = 193), we evaluated crossmodal associations between 43 visual texture categories and different temperature concepts (via temperature words such as cold and hot) using an explicit forced-choice test. The results revealed associations between striped, cracked, matted, and waffled visual textures and high temperatures and between crystalline and flecked visual textures and low temperatures. In Experiment 2 (N = 247), we conducted six implicit association tests (IATs) pairing the two visual textures most strongly associated with low (crystalline and flecked) and high (striped and cracked) temperatures with the words cold and hot as per the results of Experiment 1. When pairing the crystalline and striped visual textures, the results revealed that crystalline was matched to the word cold, and striped was matched to the word hot. However, some associations found in the explicit test were not found in the IATs. In Experiment 3 (N = 124), we investigated how mappings between visual textures and concrete entities may influence crossmodal associations with temperature and these visual textures. Altogether, we found a range of association strengths and automaticity levels. Importantly, we found evidence of relative effects. Furthermore, some of these crossmodal associations are partly influenced by indirect mappings to concrete entities.

Design of experiments meets immersive environment: Optimising eating atmosphere using artificial neural network.

Design of experiments (DOE) is a family of statistical tools commonly used in food science to optimise recipes and facilitate new food development. In a novel cross-disciplinary twist, we propose to adapt DOE approach to the optimisation of restaurant atmosphere. In this study, an artificial neural network (ANN) with particle swarm optimisation algorithm (PSO; hereafter ANN-PSO) was selected and compared with classical Response Surface Method (RSM) as ANN-PSO has been reported to yield better reliability and predictability compared to RSM. Recent research has increasingly demonstrated that perceived food quality, enjoyment, and willingness to pay are influenced by contextual factors such as lighting, decoration, and background noise/music. Moreover, virtual reality (VR) technology, which has become increasingly accessible, sophisticated, and widespread over the past years, presents a new way to study scenarios which may be otherwise too expensive/implausible to test in real life this includes delivering immersive environment. We hereby demonstrate a novel proof-of-concept study by varying the degree of illumination and of background sound level in an immersive restaurant setup. Participants (N = 283) watched immersive 360° videos while rating situational appropriateness and food wanting for two different dishes in various ambient conditions as determined by DOE's Central Composite Design (CCD). Participants did not actually consume the foods but rather only viewed them. Optimal restaurant lighting and sound levels were then estimated using ANN-PSO model which was found to be at 289 lux and -21.38 Loudness Unit Full Scale (LUFS) for burger and 186.9 lux and -30 LUFS for pizza. While the results of our study are of obvious interest to those in the hospitality industry, this work further highlights the transferability of methods across different disciplines and the applicability of time-tested methods to new emerging areas.

Consumer Consciousness in Multisensory Extended Reality.

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 the consumer's consciousness, potentially altering their judgements and behaviours. In this perspective paper, we explore how technologies such as Augmented Reality (AR) and Virtual Reality (VR) can, by generating and modifying the human sensorium, act on consumer consciousness. We discuss the potential impact of this altered consciousness for consumer behaviour while, at the same time, considering how it may pave the way for further research.

"Sound" Decisions: The Combined Role of Ambient Noise and Cognitive Regulation on the Neurophysiology of Food Cravings.

Our ability to evaluate long-term goals over immediate rewards is manifested in the brain's decision circuit. Simplistically, it can be divided into a fast, impulsive, reward "system 1" and a slow, deliberate, control "system 2." In a noisy eating environment, our cognitive resources may get depleted, potentially leading to cognitive overload, emotional arousal, and consequently more rash decisions, such as unhealthy food choices. Here, we investigated the combined impact of cognitive regulation and ambient noise on food cravings through neurophysiological activity. Thirty-seven participants were recruited for an adapted version of the Regulation of Craving (ROC) task. All participants underwent two sessions of the ROC task; once with soft ambient restaurant noise (∼50 dB) and once with loud ambient restaurant noise (∼70 dB), while data from electroencephalography (EEG), electrodermal activity (EDA), and self-reported craving were collected for all palatable food images presented in the task. The results indicated that thinking about future ("later") consequences vs. immediate ("now") sensations associated with the food decreased cravings, which were mediated by frontal EEG alpha power. Likewise, "later" trials also increased frontal alpha asymmetry (FAA) -an index for emotional motivation. Furthermore, loud (vs. soft) noise increased alpha, beta, and theta activity, but for theta activity, this was solely occurring during "later" trials. Similarly, EDA signal peak probability was also higher during loud noise. Collectively, our findings suggest that the presence of loud ambient noise in conjunction with prospective thinking can lead to the highest emotional arousal and cognitive load as measured by EDA and EEG, respectively, both of which are important in regulating cravings and decisions. Thus, exploring the combined effects of interoceptive regulation and exteroceptive cues on food-related decision-making could be methodologically advantageous in consumer neuroscience and entail theoretical, commercial, and managerial implications.

The sound of silence: Presence and absence of sound affects meal duration and hedonic eating experience.

The interplay between external auditory cues in the eating environment and cognitive processes, such as distraction, may influence food intake, but how and the degree to which they do is unclear. We report an experiment designed to investigate the effects of different sonic atmospheres on meal duration, food intake and evaluations, and responses to the sonic eating environment. In a quasi-naturalistic cafeteria setting, participants (N = 248) were eating a lunch meal whilst being in one of four conditions: slow music, fast music, cafeteria noise, and silence. The results revealed that participants eating their lunch while exposed to some kind of background sound spent more time on their meal than those eating in silence. In terms of music tempo, slow music prolonged meal duration compared to fast music, but did not lead to increased intake. The appropriateness and liking of the sonic atmosphere were positively correlated with the overall pleasantness of the eating experience and liking of the food. The findings provide support for existing evidence documenting the importance of ambient sound in relation to food experiences and provide further insights into how individuals perceive and respond to sonic meal environments. Results are discussed in terms of recommendations for future design of eating environments in different contexts.

The impact of environmental sounds on food reward.

Wanting and liking are both components of food reward, but they manifest in fundamentally different neural substrates. While wanting denotes anticipatory and motivational behaviors, liking is associated with consummatory and hedonic experiences. These distinct constructs have also been quantitatively dissociated in behavioral paradigms. Indeed, internal, physiological, and interoceptive states affect the degree to which the food presented is valued. However, how contextual sensory cues might impact these appetitive and rewarding responses to food remains unexplored. In light of the increasing empirical focus on sound in food research, we investigated the influence of environmental soundscapes on explicit liking, explicit wanting, implicit wanting, choice frequency, and reaction time of healthy/unhealthy food using an online version of the Leeds Food Preference Questionnaire (LFPQ). Soft nature sounds and loud restaurant noises were employed to induce emotional relaxation and arousal respectively. One hundred and one healthy university students completed a repeated-measure design of the LFPQ; once with each soundscape playing in the background. Generalized linear mixed model analyses detected a significant interaction effect between soundscape and food type on choice frequency, yet the post hoc analyses did not reach significance. No interaction effects between soundscape and food type on wanting or liking were discovered. However, hypothesis-driven analyses found that nature sounds increased explicit liking of healthy (vs. unhealthy) foods, while no effect of soundscape on any wanting measures (explicit or implicit) were observed. Finally, exploratory analyses indicated that restaurant noise (vs. nature sound) induced faster response times for both healthy and unhealthy foods. The study exemplifies that in an online setting, contextual auditory manipulation of certain food reward measures and decision processes is feasible.

Think Yourself Slim? Assessing the Satiation Efficacy of Imagined Eating.

Ubiquitous exposure to visual food content has been implicated in the development of obesity with both individual and societal costs. The development and increasing adoption of Extended Reality (XR) experiences, which deliver an unprecedented immersion in digital content, would seem to carry the risk of further exacerbating the consequences of visual food exposure on real-world eating behavior. However, some studies have also identified potentially health-promoting effects of exposure to visual food stimuli. One example is repeated imagined consumption, which has been demonstrated to decrease subsequent food consumption. This work contains the first comparison between imagined eating and actual eating, to investigate how the simulated activity fares against its real counterpart in terms of inducing satiation. Three-hundred participants took part in an experiment at a local food festival. The participants were randomized between three experimental conditions: imagined eating, actual eating, and control. Each condition consisted of thirty trials. Before and after the experimental manipulation, the participants recorded their eating desires and enjoyment of a piece of chocolate candy. The resulting data showed generally no difference between the imagined eating and control conditions, which stands in conflict with the prior literature. In contrast, the differences between imagined and actual eating were significant. These results may be explained by differences in the experimental tasks' dose-response relationships, as well as environmental-contextual disturbances. Overall, the findings do not corroborate the efficacy of imagined eating within a real-life context.

Music Is Served: How Acoustic Interventions in Hospital Dining Environments Can Improve Patient Mealtime Wellbeing.

Eating-related challenges and discomforts arising from moderately acquired brain injuries (ABI)-including physiological and cognitive difficulties-can interfere with patients' eating experience and impede the recovery process. At the same time, external environmental factors have been proven to be influential in our mealtime experience. This experimental pilot study investigates whether redesigning the sonic environment in hospital dining areas can positively influence ABI patients' (n = 17) nutritional state and mealtime experience. Using a three-phase between-subjects interventional design, we investigate the effects of installing sound proofing materials and playing music during the lunch meals at a specialised ABI hospital unit. Comprising both quantitative and qualitative research approaches and data acquisition methods, this project provides multidisciplinary and holistic insights into the importance of attending to sound in hospital surroundings. Our results demonstrate that improved acoustics and music playback during lunch meals might improve the mealtime atmosphere, the patient well-being, and social interaction, which potentially supports patient food intake and nutritional state. The results are discussed in terms of potential future implications for the healthcare sector.

Commercializing Sonic Seasoning in Multisensory Offline Experiential Events and Online Tasting Experiences.

The term "sonic seasoning" refers to the deliberate pairing of sound/music with taste/flavour in order to enhance, or modify, the multisensory tasting experience. Although the recognition that people experience a multitude of crossmodal correspondences between stimuli in the auditory and chemical senses originally emerged from the psychophysics laboratory, the last decade has seen an explosion of interest in the use and application of sonic seasoning research findings, in a range of multisensory experiential events and online offerings. These marketing-led activations have included a variety of different approaches, from curating pre-composed music selections that have the appropriate sonic qualities (such as pitch or timbre), to the composition of bespoke music/soundscapes that match the specific taste/flavour of particular food or beverage products. Moreover, given that our experience of flavour often changes over time and frequently contains multiple distinct elements, there is also scope to more closely match the sonic seasoning to the temporal evolution of the various components (or notes) of the flavour experience. We review a number of case studies of the use of sonic seasoning, highlighting some of the challenges and opportunities associated with the various approaches, and consider the intriguing interplay between physical and digital (online) experiences. Taken together, the various examples reviewed here help to illustrate the growing commercial relevance of sonic seasoning research.

Metacognition and Crossmodal Correspondences Between Auditory Attributes and Saltiness in a Large Sample Study.

Mounting evidence demonstrates that people make surprisingly consistent associations between auditory attributes and a number of the commonly-agreed basic tastes. However, the sonic representation of (association with) saltiness has remained rather elusive. In the present study, a crowd-sourced online study ( n = 1819 participants) was conducted to determine the acoustical/musical attributes that best match saltiness, as well as participants' confidence levels in their choices. Based on previous literature on crossmodal correspondences involving saltiness, thirteen attributes were selected to cover a variety of temporal, tactile, and emotional associations. The results revealed that saltiness was associated most strongly with a long decay time, high auditory roughness, and a regular rhythm. In terms of emotional associations, saltiness was matched with negative valence, high arousal, and minor mode. Moreover, significantly higher average confidence ratings were observed for those saltiness-matching choices for which there was majority agreement, suggesting that individuals were more confident about their own judgments when it matched with the group response, therefore providing support for the so-called 'consensuality principle'. Taken together, these results help to uncover the complex interplay of mechanisms behind seemingly surprising crossmodal correspondences between sound attributes and taste.

Getting started with virtual reality for sensory and consumer science: Current practices and future perspectives.

While virtual reality (VR) has become increasingly popular in food-related research, there has been a lack of clarity, precision, and guidelines regarding what exactly constitutes a virtual reality study, as well as the options available to the researcher for designing and implementing it. This review provides a practical guide for sensory and consumer scientists interested in exploring the emerging opportunities offered by VR. We take a deep dive into the components that make up a VR study, including hardware, software, and response measurement methods, all the while being grounded in immersion and presence theory. We then review how these building blocks are put together to create two major categories of research scenarios: product selection, which can be entirely created in VR, and food evaluation, which involve tasting products in real life. For each category, we review current literature with a focus on experimental design, then highlight future avenues and technical development opportunities within sensory and consumer research. Finally, we evaluate limitations and ethical issues in VR food research, and offer future perspectives which go above and beyond ensuring ecological validity in product testing.

The temperature of emotions.

Emotions and temperature are closely related through embodied processes, and people seem to associate temperature concepts with emotions. While this relationship is often evidenced by everyday language (e.g., cold and warm feelings), what remains missing to date is a systematic study that holistically analyzes how and why people associate specific temperatures with emotions. The present research aimed to investigate the associations between temperature concepts and emotion adjectives on both explicit and implicit levels. In Experiment 1, we evaluated explicit associations between twelve pairs of emotion adjectives derived from the circumplex model of affect, and five different temperature concepts ranging from 0°C to 40°C, based on responses from 403 native speakers of four different languages (English, Spanish, Japanese, Chinese). The results of Experiment 1 revealed that, across languages, the temperatures were associated with different regions of the circumplex model. The 0°C and 10°C were associated with negative-valanced, low-arousal emotions, while 20°C was associated with positive-valanced, low-to-medium-arousal emotions. Moreover, 30°C was associated with positive-valanced, high-arousal emotions; and 40°C was associated with high-arousal and either positive- or negative-valanced emotions. In Experiment 2 (N = 102), we explored whether these temperature-emotion associations were also present at the implicit level, by conducting Implicit Association Tests (IATs) with temperature words (cold and hot) and opposing pairs of emotional adjectives for each dimension of valence (Unhappy/Dissatisfied vs. Happy/Satisfied) and arousal (Passive/Quiet vs. Active/Alert) on native English speakers. The results of Experiment 2 revealed that participants held implicit associations between the word hot and positive-valanced and high-arousal emotions. Additionally, the word cold was associated with negative-valanced and low-arousal emotions. These findings provide evidence for the existence of temperature-emotion associations at both explicit and implicit levels across languages.

Sounds Healthy: Modelling sound-evoked consumer food choice through visual attention.

Food choice is a multifaceted construct that is not solely guided by our internal incentives. In fact, sensory scientist, consumer psychologists, and marketers have demonstrated that external ambient cues, including background music, can influence myriads of subconscious consumer behaviors, effectively leading to increased sales of food and beverages. However, the vast majority of literature in on this topic has thus far been confined to monocultural field studies in which the underlying mechanisms of food choice are unexplored. We therefore studied the explicit and implicit effects of custom-composed soundtracks on food choices and eye-movements in consumers from both 'East' and 'West'. Firstly, based on the results from a pre-study (N = 396), we composed a 'healthy' and 'unhealthy' soundtrack. Subsequently, we recruited 215 participants from China (n = 114) and Denmark (n = 101) respectively for in an in-laboratory eye-tracking food choice paradigm. For each culture, half of the participants listened to the 'healthy' soundtrack and the other half to the 'unhealthy' soundtrack during the experiment. Chi-square tests of independence revealed that across cultures, the healthy (vs. unhealthy) soundtrack led to more healthy food choices. Similarly, the generalized linear mixed models showed that the healthy soundtrack induced more and longer fixations on healthy (vs. unhealthy) food. Finally, a multiple mediation analysis signified a partial mediation effect of sound on food choice through the mediators of fixation duration, fixation count, and revisit count. Our results indicate that, with strategically chosen soundscapes, it is possible to influence consumers' decision-making processes and guide their attention towards healthier foods, providing valuable knowledge for local as well as global food business.

How Digital Food Affects Our Analog Lives: The Impact of Food Photography on Healthy Eating Behavior.

Obesity continues to be a global issue. In recent years, researchers have started to question the role of our novel yet ubiquitous use of digital media in the development of obesity. With the recent COVID-19 outbreak affecting almost all aspects of society, many people have moved their social eating activities into the digital space, making the question as relevant as ever. The bombardment of appetizing food images and photography - colloquially referred to as "food porn" - has become a significant aspect of the digital food experience. This review presents an overview of whether and how the (1) viewing, (2) creating, and (3) online sharing of digital food photography can influence consumer eating behavior. Moreover, this review provides an outlook of future research opportunities, both to close the gaps in our scientific understanding of the physiological and psychological interaction between digital food photography and actual eating behavior, and, from a practical viewpoint, to optimize our digital food media habits to support an obesity-preventive lifestyle. We do not want to rest on the idea that food imagery's current prevalence is a core negative influence per se. Instead, we offer the view that active participation in food photography, in conjunction with a selective use of food-related digital media, might contribute to healthy body weight management and enhanced meal pleasure.

Can Eating Make Us More Creative? A Multisensory Perspective.

While it is well known how food can make us physically healthy, it remains unclear how the multisensory experience of eating might influence complex cognitive abilities such as creativity. A growing body of literature has demonstrated that all human senses are capable of sparking creativity. It follows then that eating, as one of the most multisensory of all human behaviors, should be a playground for creative thinking. The present review presents an overview of how creativity is defined and measured and what we currently know about creativity as influenced by the senses, both singular and in conjunction. Based on this foundation, we provide an outlook on potential ways in which what we eat, where we eat, and how we eat might positively support creative thinking, with applications in the workplace and home. We present the view that, by offering a rich multisensory experience, eating nourishes not only our bodies but also our mental well-being.