Klemens Knöferle

Frontiers in Psychology 8:638 Doi: https://doi.org/10.3389/fpsyg.2017.00638

People robustly associate various sound attributes with specific smells/tastes, and soundtracks that are associated with specific tastes can influence people’s evaluation of the taste of food and drink. However, it is currently unknown whether such soundtracks directly impact the eating experience via physiological changes (an embodiment account), or whether they act at a higher cognitive level, or both. The present research assessed a version of the embodiment account, where a soundtrack associated with sourness is hypothesized to induce a physiological response in the listener by increasing salivary flow. Salivation was measured while participants were exposed to three different experimental conditions – a sour soundtrack, a muted lemon video showing a man eating a lemon, and a silent baseline condition. The results revealed that salivation during the lemon video condition was significantly greater than in the sour soundtrack and baseline conditions. However, contrary to our hypothesis, there was no significant difference between salivation levels in the sour soundtrack compared to the baseline condition. These results are discussed in terms of potential mechanisms underlying the auditory modulation of taste perception/evaluation.

Journal of Retailing 93(4) p. 541-549 Doi: https://doi.org/10.1016/j.jretai.2017.06.004

Research suggests that in-store crowding can lower customers’ spending, thus limiting overall benefits of high store frequentation. Here, we propose that this negative effect can be mitigated by adjusting store ambiance, specifically by using certain types of in-store music. To test this idea, we conducted a longitudinal field experiment in which we manipulated in-store music tempo and measured social density in six European retail stores. Analyzing over 40,000 individual shopping baskets, we found that social density had an inverted u-shape effect on customer spending. This effect was moderated by in-store music tempo, such that fast music strongly increased spending under high-density conditions. The increase in shopping basket value was driven by customers buying more items rather than buying items that were more expensive. Fast music thus alleviated negative effects of social density. We discuss the theoretical implications of these findings and describe how practitioners can use in-store music to counter negative effects of high customer density.

Scientific Reports 7(1) Doi: https://doi.org/10.1038/s41598-017-05965-y

Sound symbolism refers to the non-arbitrary mappings that exist between phonetic properties of speech sounds and their meaning. Despite there being an extensive literature on the topic, the acoustic features and psychological mechanisms that give rise to sound symbolism are not, as yet, altogether clear. The present study was designed to investigate whether different sets of acoustic cues predict size and shape symbolism, respectively. In two experiments, participants judged whether a given consonant-vowel speech sound was large or small, round or angular, using a size or shape scale. Visual size judgments were predicted by vowel formant F1 in combination with F2, and by vowel duration. Visual shape judgments were, however, predicted by formants F2 and F3. Size and shape symbolism were thus not induced by a common mechanism, but rather were distinctly affected by acoustic properties of speech sounds. These findings portray sound symbolism as a process that is not based merely on broad categorical contrasts, such as round/unround and front/back vowels. Rather, individuals seem to base their sound-symbolic judgments on specific sets of acoustic cues, extracted from speech sounds, which vary across judgment dimensions.

Journal of experimental psychology. Applied 22(2) p. 196-210 Doi: https://doi.org/10.1037/xap0000084

Building on models of crossmodal attention, the present research proposes that brand search is inherently multisensory, in that the consumers’ visual search for a specific brand can be facilitated by semantically related stimuli that are presented in another sensory modality. A series of five experiments demonstrates that the presentation of spatially non-predictive auditory stimuli associated with products (e.g., usage sounds or product-related jingles) can crossmodally facilitate consumers’ visual search for, and selection of, products. Eye-tracking data (Experiment 2) revealed that the crossmodal effect of auditory cues on visual search manifested itself not only in reaction times, but also in the earliest stages of visual attentional processing, thus suggesting that the semantic information embedded within sounds can modulate the perceptual saliency of the target products’ visual representations. Crossmodal facilitation was even observed for newly-learnt associations between unfamiliar brands and sonic logos, implicating multisensory short-term learning in establishing audiovisual semantic associations. The facilitation effect was stronger when searching complex rather than simple visual displays, thus suggesting a modulatory role of perceptual load.

Journal of sensory studies 31(3) p. 233-244 Doi: https://doi.org/10.1111/joss.12206

Psychology & Marketing 32(1) p. 107-120 Doi: https://doi.org/10.1002/mar.20766

Building on existing research into sound symbolism and crossmodal correspondences, this article proposes that crossmodal correspondences—systematic mappings between different sensory modalities—can be used to communicate non-musical, low-level sensory properties such as basic tastes through music. A series of three experiments demonstrates that crossmodal correspondences enable people to systematically encode basic taste properties into parameters in musical space (Experiment 1), and that they are able to correctly decode basic taste information embedded in complex musical compositions (Experiments 2 and 3). The results also suggest some culture-specificity to these mappings, given that decoding performance, while still above chance levels, was lower in Indian participants than in those from the United States (Experiment 3). Implications and potential applications of these findings are discussed.

Frontiers in Psychology 6(301) Doi: https://doi.org/10.3389/fpsyg.2015.00301

Prior research provides robust support for the existence of a number of associations between colors and flavors. In the present study, we examined whether congruent (vs. incongruent) combinations of product packaging colors and flavor labels would facilitate visual search for products labeled with specific flavors. The two experiments reported here document a Stroop-like effect between flavor words and packaging colors. The participants were able to search for packaging flavor labels more rapidly when the color of the packaging was congruent with the flavor label (e.g., red/tomato) than when it was incongruent (e.g., yellow/tomato). In addition, when the packaging color was incongruent, those flavor labels that were more strongly associated with a specific color yielded slower reaction times and more errors (Stroop interference) than those that were less strongly tied to a specific color. Importantly, search efficiency was affected both by color/flavor congruence and association strength. Taken together, these results therefore highlight the role of color congruence and color–word association strength when it comes to searching for specific flavor labels.

Flavour 3(8) Doi: https://doi.org/10.1186/2044-7248-3-8

Background: Researchers have demonstrated that a variety of visual factors, such as the colour and balance of the elements on a plate, can influence a diner’s perception of, and response to, food. Here, we report on a study designed to assess whether placing the culinary elements of a dish in an art-inspired manner would modify the diner’s expectations and hence their experience of food. The dish, a salad, was arranged in one of three different presentations: One simply plated (with all of the elements of the salad tossed together), another with the elements arranged to look like one of Kandinsky’s paintings, and a third arrangement in which the elements were organized in a neat (but non-artistic) manner. The participants answered two questionnaires, one presented prior to and the other after eating the dish, to evaluate their expectations and actual sensory experience. Results: Prior to consumption, the art-inspired presentation resulted in the food being considered as more artistic, more complex, and more liked than either of the other presentations. The participants were also willing to pay more for the Kandinsky-inspired plating. Interestingly, after consumption, the results revealed higher tastiness ratings for the art-inspired presentation. Conclusions: These results support the idea that presenting food in an aesthetically pleasing manner can enhance the experience of a dish. In particular, the use of artistic (visual) influences can enhance a diner’s rating of the flavour of a dish. These results are consistent with previous findings, suggesting that visual display of a food can influence both a person’s expectations and their subsequent experience of a dish, and with the common assumption that we eat with our eyes first.

Psychonomic Bulletin & Review 19 p. 992-1006 Doi: https://doi.org/10.3758/s13423-012-0321-z

Marketing letters 23(1) p. 325-337 Doi: https://doi.org/10.1007/s11002-011-9156-z