Dr. Charles Spence

Dr. Charles Spence: “Can we nudge people by playing a style of music for example the sound of the sea and the waves to make the choose fish instead of meat?”.

Dr. Charles Spence: “How do I deliver an experience and not just a product? What are the sound experiences? Sound is the easy sense to change, that can be switched on and off to have a strong an emotional impact”.

Dr. Charles Spence: “I think we’ll have potentially millions of people drinking their coffee while listening to music thinking whether it’s a good match and if it does it change the taste or not”.

Dr. Charles Spence: “The mission statements of places like Planet Hollywood and Hard Rock Café is we will play loud and fast music always because it will lead to a 30 increase in drinks consumption”.

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 taste and flavor in what we eat and drink”.

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 etc. clearly. The taste on the tongue, the smell, the aroma, not to mention the pain and of chill.”

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 cames in. I met him at an audio branding conference”.

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 for me was le Chateau Bryant in Paris probably a decade ago”.

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”.

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 told, when you get some chewing gum and if it loses its flavor take it out and just roll it in some icing sugar and then put it back in your mouth and suddenly the mint flavor has returned”.