17. Sonic Seasoning: Eating with your ears. How music and sound can be used to enhance the multisensory experience of food and drink. In conversation with Dr. Charles Spence, Head of the Crossmodal Research Laboratory at Oxford University.

17. Sonic Seasoning: Eating with your ears. How music and sound can be used to enhance the multisensory experience of food and drink. In conversation with Dr. Charles Spence, Head of the Crossmodal Research Laboratory at Oxford University.

Podcast-Sonic seasoning.Eating with your ears. How music and sound affect the ways we experience food and drink-dr.charles-spence

Episode 17: In conversation with Dr. Charles Spence, Head of the Crossmodal Research Laboratory at the Department of Experimental Psychology at Oxford University.

Sonic Seasoning: Eating With Your Ears.

How Music And Sound Can Be Used To Enhance The Multisensory Experience Of Food And Drink.

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My guest today is the one and only Dr. Charles Spence, professor of experimental psychology and Head of the Crossmodal Research Laboratory at the Department of Experimental Psychology at Oxford University. He is a Gastrophysicists working at the interface between chefs, food companies and technology.

Charles is passionate about how people perceive the world around them. In particular, how our brains manage to process the information from each of our different senses to form the extraordinarily rich multisensory experiences that fill our daily lives. His research focuses on how a better understanding of the human mind will lead to the better design of multisensory foods, products, interfaces, and environments in the future.

Charles has published more than 500 articles in top scientific journals, and have been awarded many prestige psychology prices. In this episode,

Dr. Charles Spence and I discuss the ins and outs of Sonic seasoning: When Food, Sound & Neuroscience intertwine to create the perfect food and drink experience.

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Sonic Seasoning | Food and Sound | Gastrophysics | Oxford University | Kitchen Theory

We are using Sonic Seasoning to Nudge People Towards a Healthier Eating Behavior.

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SOUNDBITES

#1 How a Broken TV got Dr. Charles Spence into Experimental Psychology. (02:21)
#2 Sensploration: When Sensory Marketing meets Neuroscience-Inspired Multisensory Design. (05:56) 
#3 How Marketers can Measure the Emotional Experience of Food and Drinks.  (11:14) 
#4  Sensory Dominance: When a Sense Overpowers Another called The McGurk Effect. (17:27)
#5 Superadditive: When Senses Work Together to Enhance the Experiences. (23:11) 
#6 Subadditive/Incongruent: When Senses Clash and Can Ruin the Experience. (25:45)
#7 Is there Such a thing as a Perfect Meal? The Multisensory Science of Food & Dining. (27:49)
#8 Kitchen Theory: How chef Jozef Youssef,  Dr. Charles Spence and Steve Keller Push the Boundaries of Gastronomy. (33:03)
#9 The Illusion of Flavor: How the Perception of Food actually occurs in our Mind. (40:29)
#10 How to Make Bland Airplane Food Appetizing? One Shot of Umami Please!  (44:59)
#11 What Happens to Your Brain When You Eat and Listen to Music? (49:14)
#12 The Sound (And Taste) Of Music: Music-Taste pairing of Coffee, Wine, Bear and Honey. (54:35)
#13 Dr. Charles Spence best Practice on How Brand Leaders can Harness the Power of Sonic Seasoning to Build Competitive Advantage. (1:03:43)
#14 Music for Good: Using Sonic Seasoning to Nudge People Towards a Healthier Eating Behavior. (1:07:42)
#15 Dr. Charles Spence Reminisces his Best Gastronomic Experiences. (1:13:15)

How a Broken TV got Dr. Charles Spence into Experimental Psychology.

Dr. Charles Spence: "My first experiments in psychology was to break apart TVs and to move around the sounds to see what happened".

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Sensploration: When Sensory Marketing meets Neuroscience-Inspired Multisensory Design.

Dr. Charles Spence: "Intuitive marketeers have been doing this for decades, creating multi-sensory experiences in store to make you buy more or drink more or shop longer":

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How Marketers can Measure the Emotional Experience of Food and Drinks. 

Dr. Charles Spence: "If we go back 10 years most of the experiments we did were done in the laboratory. We would invite some number of participants in and...

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Sensory Dominance: When a Sense Overpowers Another called The McGurk Effect.

Dr. Charles Spence: "Sensory dominance is just the idea that our brain sometimes uses one sense to dominate the total experience. The multi-sensory experience for example when you're at...

Read More

Sensory Dominance: When a Sense Overpowers Another called The McGurk Effect.

Superadditive: When Senses Work Together to Enhance the Experiences.

Dr. Charles Spence: "He was a child of the second world war when there wasn't much food going around, and he used to say kids at the time were...

Read More

Subadditive/Incongruent: When Senses Clash and Can Ruin the Experience.

Dr. Charles Spence: "The danger is that you then create some sort of experience that the consumer can't read or interpret properly because the senses are telling incongruent messages".

Read More

Is there Such a thing as a Perfect Meal? The Multisensory Science of Food & Dining.

Dr. Charles Spence: "People's expectations are different which is part of the perfect meal. I think you know what you expect to happen or don't expect to happen, and...

Read More

Kitchen Theory: How chef Jozef Youssef,  Dr. Charles Spence and Steve Keller Push the Boundaries of Gastronomy.

Dr. Charles Spence: "The question of which sounds to present is one that the chef can't really address. I can't certainly do it, and that's where Steve Keller...

Read More

The Illusion of Flavor: How the Perception of Food actually occurs in our Mind.

Dr. Charles Spence: "I think flavor is probably one of the most multi-sensory experiences because we see food in color, but we hear the crunch, the crackle, the crispy...

Read More

How to Make Bland Airplane Food Appetizing? A shot of Umami please!

Dr. Charles Spence: "Part of the problem in the noise and probably about lowered cabin air pressure and the dry air. These three things together cause the suppression of...

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Publications

Audiovisual synchrony perception for music, speech, and object actions
A Vatakis, C Spence | Brain research 1111 (1), 134-142
 
Crossmodal correspondences between odors and contingent features: odors, musical notes, and geometrical shapes
O Deroy, AS Crisinel, C Spence | Psychonomic bulletin & review 20 (5), 878-896
 
A fruity note: crossmodal associations between odors and musical notes
AS Crisinel, C Spence | Chemical Senses 37 (2), 151-158
 
The impact of pleasantness ratings on crossmodal associations between food samples and musical notes
AS Crisinel, C Spence | Food Quality and Preference 24 (1), 136-140
 
Does music influence the multisensory tasting experience?
F Reinoso Carvalho, R Van Ee, M Rychtarikova, A Touhafi, K Steenhaut, ...| Journal of sensory studies 30 (5), 404-412

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