Crossmodal correspondences between sounds and tastes

Taste the music: Modality-general representation of affective states derived from auditory and gustatory stimuli

Prior studies have extensively examined modality-general representation of affect across various sensory modalities, particularly focusing on auditory and visual stimuli. However, little research has explored the modality-general representation of affect between gustatory and other sensory modalities. This study aimed to investigate whether the affective responses induced by tastes and musical pieces could be predicted within and across modalities. For each modality, eight stimuli were chosen based on four basic taste conditions (sweet, bitter, sour, and salty). Participants rated their responses to each stimulus using both taste and emotion scales. The multivariate analyses including multidimensional scaling and classification analysis were performed. The findings revealed that auditory and gustatory stimuli in the sweet category were associated with positive valence, whereas those from the other taste categories were linked to negative valence. Additionally, auditory and gustatory stimuli in sour taste category were linked to high arousal, whereas stimuli in bitter taste category were associated with low arousal. This study revealed the potential mapping of gustatory and auditory stimuli onto core affect space in everyday experiences. Moreover, it demonstrated that emotions evoked by taste and music could be predicted across modalities, supporting modality-general representation of affect.

Humans (Homo sapiens) but not baboons (Papio papio) demonstrate crossmodal pitch-luminance correspondence

Humans spontaneously and consistently map information coming from different sensory modalities. Surprisingly, the phylogenetic origin of such cross-modal correspondences has been under-investigated. A notable exception is the study of Ludwig et al. (Visuoauditory mappings between high luminance and high pitch are shared by chimpanzees [Pan troglodytes] and humans. Proceedings of the National Academy of Sciences, 108(51), 20661-20665) which reports that both humans and chimpanzees spontaneously map high-pitched sounds with bright objects and low-pitched sounds with dark objects. Our pre-registered study aimed to directly replicate this research on both humans and baboons (Papio papio), an old world monkey which is more phylogenetically distant from humans than chimpanzees. Following Ludwig et al. participants were presented with a visual classification task where they had to sort black and white square (low and high luminance), while background sounds (low or high-pitched tones) were playing. Whereas we replicated the finding that humans' performance on the visual task was affected by congruency between sound and luminance of the target, we did not find any of those effects on baboons' performance. These results question the presence of a shared cross-modal pitch-luminance mapping in other nonhuman primates.

The Neural Correlates of Food Preference among Music Kinds

The calorie and taste choices of food have been shown to be related to the external environment, including music. Previous studies have mostly focused on manipulating basic auditory parameters, with few scholars exploring the impact of complex musical parameters on food selection. This study explored the effects of different kinds of music (classical, rock, jazz, and hip-hop) on food liking based on the calories (high and low) and taste (sweet and salty) using event-related potentials (ERPs). Twenty-four participants (8 males, 16 females) were recruited from Southwest University, China to participate in the food liking task using a Likert seven-point rating and simultaneously recording EEG signals (N2, P2, N3, and LPC). This study used repeated-measures analyses of covariances and found that the score of the high-calorie foods was greater than that of the low-calorie foods. Additionally, results revealed that the score in classical music was greatest for sweet foods, while there was no difference among music kinds in the salty foods. The ERP results showed that P2 amplitudes were greater for sweet foods than those for the salty foods. N2 amplitudes for the salty foods were greater than those for the sweet foods during rock music; in addition, N2 amplitudes during hip-hop music were greatest for sweet foods. However, N2 amplitudes during rock music were the greatest for salty foods. The results also revealed that N2 amplitudes during hip-hop music were greater than those during jazz music. This study provides unique operational insights for businesses.

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.

Odors modulate color appearance

Our brain constantly combines multisensory information from our surrounding environment. Odors for instance are often perceived with visual cues; these sensations interact to form our own subjective experience. This integration process can have a profound impact on the resulting experience and can alter our subjective reality. Crossmodal correspondences are the consistent associations between stimulus features in different sensory modalities. These correspondences are presumed to be bidirectional in nature and have been shown to influence our perception in a variety of different sensory modalities. Vision is dominant in our multisensory perception and can influence how we perceive information in our other senses, including olfaction. We explored the effect that different odors have on human color perception by presenting olfactory stimuli while asking observers to adjust a color patch to be devoid of hue (neutral gray task). We found a shift in the perceived neutral gray point to be biased toward warmer colors. Four out of five of our odors also trend toward their expected crossmodal correspondences. For instance, when asking observers to perform the neutral gray task while presenting the smell of cherry, the perceptually achromatic stimulus was biased toward a red-brown. Using an achromatic adjustment task, we were able to demonstrate a small but systematic effect of the presence of odors on human color perception.

Physicochemical features partially explain olfactory crossmodal correspondences

During the olfactory perception process, our olfactory receptors are thought to recognize specific chemical features. These features may contribute towards explaining our crossmodal perception. The physicochemical features of odors can be extracted using an array of gas sensors, also known as an electronic nose. The present study investigates the role that the physicochemical features of olfactory stimuli play in explaining the nature and origin of olfactory crossmodal correspondences, which is a consistently overlooked aspect of prior work. Here, we answer the question of whether the physicochemical features of odors contribute towards explaining olfactory crossmodal correspondences and by how much. We found a similarity of 49% between the perceptual and the physicochemical spaces of our odors. All of our explored crossmodal correspondences namely, the angularity of shapes, smoothness of textures, perceived pleasantness, pitch, and colors have significant predictors for various physicochemical features, including aspects of intensity and odor quality. While it is generally recognized that olfactory perception is strongly shaped by context, experience, and learning, our findings show that a link, albeit small (6-23%), exists between olfactory crossmodal correspondences and their underlying physicochemical features.

Shape-color associations in an unrestricted color choice paradigm

Since Kandinsky's claim for fundamental shape-color associations, several studies have revealed that those tendencies were not generalizable to the entire population and that different associations were more prevalent. Past studies, however, lacked a methodology that allowed participants to freely report their shape-color preferences. Here, we report data from 7,517 Danish individuals, using a free choice full color wheel for five different geometrical shapes. We find significant shape-hue associations for circle-red/yellow, triangle-green/yellow, square-blue, and pentagon/hexagon-magenta. The significant shape-hue associations are also more saturated than non-significant ones for the circle, triangle, and square. At the conceptual level, basic shapes, which show stronger associations, are linked to primary colors, and non-basic shapes to secondary colors. Shape-color associations seem indeed to follow the Berlin-Kay stages of entry into languages. This pattern had previously been described for graphemes and weekday-color associations. The methodology employed in our study can be repeated in different cultural contexts in the future. We also provide another instance of color associations for ordinal concepts that follow the stages of entry into languages.

Self-construal priming modulates sonic seasoning

Introduction

“Sonic seasoning” is when music influences the real taste experiences of consumers. “Self-construal” is how individuals perceive, understand, and interpret themselves. Numerous studies have shown that independent and interdependent self-construal priming can affect a person's cognition and behavior; however, their moderating effect on the sonic seasoning effect remains unclear.

Methods

This experiment was a 2 (self-construal priming: independent self-construal or interdependent self-construal) × 2 (chocolate: milk chocolate or dark chocolate) × 2 (emotional music: positive emotional music or negative emotional music) mixed design, and explored the moderating role of self-construal priming and the effect of emotional music on taste by comparing participants' evaluations of chocolates while listening to positive or negative music after different levels of self-construal priming.

Results

After initiating independent self-construal, participants increased their ratings of milk chocolate sweetness when listening to music that elicited positive emotions, t(32) = 3.11, p = 0.004, Cohen's d = 0.54, 95% CI = [0.33, 1.61]. In contrast, interdependent self-construal priming led participants to perceive dark chocolate as sweeter when they heard positive music, t(29) = 3.63, p = 0.001, Cohen's d = 0.66, 95%CI = [0.44, 1.56].

Discussion

This study provides evidence for improving people's individual eating experience and enjoyment of food.

Behavioural Nudges, Physico-Chemical Solutions, and Sensory Strategies to Reduce People’s Salt Consumption

This narrative historical review examines the wide range of approaches that has been trialled/suggested in order to reduce the consumption of salt. While sodium is an essential micronutrient, there is widespread evidence that high levels of consumption are leading to various negative health outcomes. This review summarises the evidence relating to the various approaches that have been put forward to date to help reduce salt consumption over the years, while also highlighting a number of important questions that remains for future research. Solutions to reducing salt consumption include everything from the gradual reduction in salt in foods through to the reduction in the number/size of holes in saltshakers (what one might consider a behavioural nudge). Physico-chemical solutions have included salt replacers, such as monosodium glutamate (MSG) through to the asymmetric distribution of salt in processed (e.g., layered) foods. A wide range of sensory approaches to modulating expected and perceived saltiness have also been suggested, including the use of salty aromas, as well as suggesting the use of colour cues, sonic seasoning, and even textural primes. It is currently unclear whether different salty aromas can be combined to increase odour-induced taste enhancement (OITE) effectiveness. In the years ahead, it will be interesting to assess how long such solutions remain effective, as well as whether different solutions can be combined to help reduce salt consumption without having to compromise on taste/flavour

Roughness perception: A multisensory/crossmodal perspective

Roughness is a perceptual attribute typically associated with certain stimuli that are presented in one of the spatial senses. In auditory research, the term is typically used to describe the harsh effects that are induced by particular sound qualities (i.e., dissonance) and human/animal vocalizations (e.g., screams, distress cries). In the tactile domain, roughness is a crucial factor determining the perceptual features of a surface. The same feature can also be ascertained visually, by means of the extraction of pattern features that determine the haptic quality of surfaces, such as grain size and density. By contrast, the term roughness has rarely been applied to the description of those stimuli perceived via the chemical senses. In this review, we take a critical look at the putative meaning(s) of the term roughness, when used in both unisensory and multisensory contexts, in an attempt to answer two key questions: (1) Is the use of the term 'roughness' the same in each modality when considered individually? and (2) Do crossmodal correspondences involving roughness match distinct perceptual features or (at least on certain occasions) do they merely pick-up on an amodal property? We start by examining the use of the term in the auditory domain. Next, we summarize the ways in which the term roughness has been used in the literature on tactile and visual perception, and in the domain of olfaction and gustation. Then, we move on to the crossmodal context, reviewing the literature on the perception of roughness in the audiovisual, audiotactile, and auditory-gustatory/olfactory domains. Finally, we highlight some limitations of the reviewed literature and we outline a number of key directions for future empirical research in roughness perception.

Exploring Group Differences in the Crossmodal Correspondences

There has been a rapid growth of interest amongst researchers in the cross-modal correspondences in recent years. In part, this has resulted from the emerging realization of the important role that the correspondences can sometimes play in multisensory integration. In turn, this has led to an interest in the nature of any differences between individuals, or rather, between groups of individuals, in the strength and/or consensuality of cross-modal correspondences that may be observed in both neurotypically normal groups cross-culturally, developmentally, and across various special populations (including those who have lost a sense, as well as those with autistic tendencies). The hope is that our emerging understanding of such group differences may one day provide grounds for supporting the reality of the various different types of correspondence that have so far been proposed, namely structural, statistical, semantic, and hedonic (or emotionally mediated).

Sensory Stimulation Via the Visual, Auditory, Olfactory and Gustatory Systems Can Modulate Mood and Depression

Depression is one of the most common mental disorders, predicted to be the leading cause of disease burden by the next decade. There is great deal of emphasis on the central origin and potential therapeutics of depression whereby the symptomatology of depression has been interpreted and treated as brain generated dysfunctions filtering down to the periphery. This top-down approach has found strong support from clinical work and basic neuroscientific research. Nevertheless, despite great advances in our knowledge of the etiology and therapeutics of depression, success in treatment is still by no means assured.. As a consequence, a wide net has been cast by both clinicians and researchers in search of more efficient therapies for mood disorders. As a complementary view, the present integrative review advocates approaching mood and depression from the opposite perspective: a bottom-up view that starts from the periphery. Specifically, evidence is provided to show that sensory stimulation via the visual, auditory, olfactory and gustatory systems can modulate depression. The review shows how -depending on several parameters- unisensory stimulation via these modalities can ameliorate or aggravate depressive symptoms. Moreover, the review emphasizes the bidirectional relationship between sensory stimulation and depression. Just as peripheral stimulation can modulate depression, depression in turn affects-and in most cases impairs-sensory reception. Furthermore, the review suggests that combined use of multisensory stimulation may have synergistic ameliorative effects on depressive symptoms over and above what has so far been documented for unisensory stimulation.

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.

People With High Autistic Traits Show Fewer Consensual Crossmodal Correspondences Between Visual Features and Tastes

Crossmodal correspondences between visual features (e.g., color/shape) and tastes have been extensively documented in recent years. Visual colors and shapes have been shown to consensually match to specific tastes. Meanwhile, individuals with autism spectrum disorder are reported to have atypical sensory processing and deficits in multisensory integration. However, the influence of autistic traits on the formation of such correspondences is relatively unknown. Here, we examined whether autistic traits could influence visual–taste associations using an online questionnaire survey among Japanese participants. The results showed that the participants exhibited strong color–taste, shape–taste, and shape–color associations, and the proportions of choosing the consensual color–taste/shape–color associations were significantly associated with autistic traits. The participants with higher autistic quotient scores chose fewer of the consensual color–taste/shape–color associations while there was no difference in choosing shape–taste associations. We interpreted the results as statistical learning with a reduced prior knowledge effect in participants with higher autistic quotient scores.

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.

It's crunch time: Exploring the sensibility of food textural acoustics for individuals with dysphagia

BACKGROUND

Various fields of study have alluded to food textural, and its associated acoustic, properties (i.e. food textural acoustics). However, because of the challenging nature of the inclusion of acoustic properties in diet textural modifications in dysphagia (swallowing disorders), this construct has not been sufficiently considered in the field.

OBJECTIVE

To investigate the sensibility of food textural acoustics as a construct to understand eating for individuals with dysphagia.

METHOD

The study design was based on qualitative evidence synthesis methodologies. This involved revised scoping review methods (peer-reviewed published articles from 1980 to 2020 over seven databases), with an adapted consultation phase through online focus group discussions with six world experts. The data was analysed using frequency and thematic analysis, and ideology critique.

RESULTS

A total of 11 articles were included in the revised scoping review analysis (seven research studies and four review articles). The analysis of these articles revealed a lack of diversity in geography, discipline and perspective exploring the construct of food textural acoustics. A total of three themes with three associated core arguments emerged from the revised scoping review and the consultation phase. These arguments highlighted (1) the need to study food textural acoustics because of its salience and pleasure responses, (2) possible methodological dilemmas in studying food textural acoustics due to the complexity of eating, and (3) considerations with regard to the approach and positioning adopted when studying the construct.

CONCLUSION

Food textural acoustics may be a sensible construct to understand eating for individuals with dysphagia. As eating is a complex process, there is a need to challenge the methods we use when studying this construct of food textural acoustics. We hope that this article inspires researchers and practitioners to think differently by using textural, and its associated acoustic, properties as a way to reimagine dysphagia practice, especially for those from low- to middle-income contexts such as South Africa and Brazil.

Sonic Seasoning and Other Multisensory Influences on the Coffee Drinking Experience

The coffee drinking experience undoubtedly depends greatly on the quality of the coffee bean and the method of preparation. However, beyond the product-intrinsic qualities of the beverage itself, there are also a host of other product-extrinsic factors that have been shown to influence the coffee-drinking experience. This review summarizes the influence of everything from the multisensory atmosphere through to the sound of coffee preparation, and from the typeface on the coffee packaging through the drinking vessel. Furthermore, the emerging science around sonic seasoning, whereby specific pieces of music or soundscapes, either pre-composed or bespoke, are used to bring out specific aspects in the taste (e.g., sweetness or bitterness) or aroma/flavor (nutty, dark chocolate, dried fruit notes, etc.) of a coffee beverage is also discussed in depth. Relevant related research with other complex drinks such as beer and wine are also mentioned where relevant.

Sooo Sweeet! Presence of Long Vowels in Brand Names Lead to Expectations of Sweetness

Throughout the history of languages, poets and writers have used linguistic tools to enhance euphony in their creations. One of the widely used tools to convey melody in any written (or spoken) creative art form is the use of long vowels. This paper examines the linkages between long (vs. short) vowel sounds and taste expectations of sweetness. Across four studies, we demonstrate that people expect products with brand names containing long vowels to taste sweeter than those including short vowel sounds. In studies 1 and 2, we demonstrate this association with the use of self-reported measures, and in studies 3 and 4, we employ indirect measures (implicit taste-shape correspondence and Single Category Implicit Association Test (SC-IAT) paradigm) to show the effect holds at a subconscious level of processing. Previous research in this field has typically linked vowel position (high vs. low or front vs. back) with product or brand attribute expectations. This paper contributes to the growing body of literature in this field by demonstrating the importance of vowel length in sound symbolism, and more precisely, how it pertains to the taste continuum.

Blending Emotions and Cross-Modality in Sonic Seasoning: Towards Greater Applicability in the Design of Multisensory Food Experiences

Sonic seasoning refers to the way in which music can influence multisensory tasting experiences. To date, the majority of the research on sonic seasoning has been conducted in Europe or the USA, typically in a within-participants experimental context. In the present study, we assessed the applicability of sonic seasoning in a large-scale between-participants setting in Asia. A sample of 1611 participants tasted one sample of chocolate while listening to a song that evoked a specific combination of cross-modal and emotional consequences. The results revealed that the music’s emotional character had a more prominent effect than its cross-modally corresponding attributes on the multisensory tasting experience. Participants expressed a higher buying intention for the chocolate and rated it as having a softer texture when listening to mainly positive (as compared to mainly negative) music. The chocolates were rated as having a more intense flavor amongst those participants listening to ‘softer’ as compared to ‘harder’ music. Therefore, the present study demonstrates that music is capable of triggering a combination of specific cross-modal and emotional effects in the multisensory tasting experience of a chocolate.

Influence of the Acoustic Environment in Hospital Wards on Patient Physiological and Psychological Indices

Patients in general wards are often exposed to excessive levels of noise and activity, and high levels of noise have been associated with depression and anxiety. Previous studies have found that an appropriate acoustic environment is beneficial to the patient's therapeutic and treatment process; however, the soundscape is rarely intentionally designed or operated to improve patient recovery, especially for psychological rehabilitation. To gain the most accurate, and least variable, estimate of acoustic environmental stimuli/properties, virtual reality (VR) technology should be used to ensure that other environmental factors are stable and uniform in order to reduce the stimulation of other environmental factors. Therefore, this study aims to discuss the influence of the acoustic environment on patient physiological/psychological indicators and the mechanism of the effect on recovery using VR technology. A digital three-dimensional (3D) model of a hospital room was constructed, and experimental subjects wore VR glasses to visualize a real ward scene. Four typical sound categories were selected to analyze the effect of the acoustic environment on recovery; physiological indicators were monitored, and psychological factors were subjectively evaluated. The results show that music plays an important role in reducing stress as it can aid in a patient's physiological (skin conduction levels) and psychological stress recovery. Furthermore, mechanical and anthropogenic sounds exert negative effects on a patient's stress recovery. However, the effect is only limited to psychological stress indicators. The interaction effects of demographic characteristics and the acoustic environment are not significant, and future studies could consider the social-economic characteristics of patients. Based on these findings, we provide evidence that indicates that a hospital's acoustic environment is an important influencing factor on the stress recovery of patients and can serve as a reference for healthcare architects and policy makers.

The effect of an image of watchful eyes on the evaluation of the appearance of food

It is known that an eye-like image promotes generosity. It is also known that the evaluation of the visual deliciousness of food is improved in the presence of an emotionally positive stimulus. The purpose of the present study was to examine whether the presence of open eyes (OPEN) causes generous behavior altering the evaluation of the visual deliciousness of food, and how the images of open and closed eyes (CLOSED) affect human emotions. Seventeen women participated in the present study. A picture of food was presented on a computer screen, and the participants predicted and evaluated its visual deliciousness. An image of OPEN or that of CLOSED was presented simultaneously with a picture of food. There was a significant difference between the OPEN and CLOSED conditions, as demonstrated by the scores on a nine-point Likert scale for visual deliciousness; the ratings in the OPEN condition were significantly higher than those in the CLOSED condition (p = 0.004). There was no significant difference in the image of watchful eyes for the perceived relaxation state; the ratings in the OPEN condition were not significantly higher than those in the CLOSED condition (p = 0.716). The results of the present study revealed that the evaluation of the visual deliciousness of food based on its appearance was likely due to the presence of an image of open watchful eyes, increasing the perceived visual deliciousness of the food without any changes in the participants’ emotions.

Bliss is blue and bleak is grey: Abstract word-colour associations influence objective performance even when not task relevant

Humans associate abstract words with physical stimulus dimensions, such as linking upward locations with positive concepts (e.g., happy = up). These associations manifest both via subjective reports of associations and on objective performance metrics. Humans also report subjective associations between colours and abstract words (e.g., joy is linked to yellow). Here we tested whether such associations manifest on objective task performance, even when not task-relevant. Across three experiments, participants were presented with abstract words in physical colours that were either congruent with previously-reported subjective word-colour associations (e.g., victory in red and unhappy in blue), or were incongruent (e.g., victory in blue and unhappy in red). In Experiment 1, participants' task was to identify the valence of words. This congruency manipulation systematically affected objective task performance. In Experiment 2, participants completed two blocks, a valence-identification and a colour-identification task block. Both tasks produced congruency effects on performance, however, the results of the colour identification block could have reflected learning effects (i.e., associating the more common congruent colour with the word). This issue was rectified in Experiment 3, whereby participants completed the same two tasks as Experiment 2, but now matched congruent and incongruent pairs were used for both tasks. Again, both tasks produced reliable congruency effects. Item analyses in each experiment revealed that these effects demonstrated a degree of item specificity. Overall, there was clear evidence that at least some abstract word-colour pairings can systematically affect behaviour.

Crossmodal Correspondences in the Sounds of Chinese Instruments

People tend to associate stimuli from different sensory modalities, a phenomenon known as crossmodal correspondences. We conducted two experiments to investigate how Chinese participants associated musical notes produced by four types of Chinese instruments (bowed strings, plucked strings, winds, and percussion instruments) with different colors, taste terms, and fabric textures. Specifically, the participants were asked to select a sound to match each color patch or taste term in Experiment 1 and to match the experience of touching each fabric in Experiment 2. The results demonstrated some associations between pitch and color, taste term, or the smoothness of fabrics. Moreover, certain types of Chinese instruments were preferentially chosen to match some of the colors, taste terms, and the texture of certain fabrics. These findings therefore provided insights about the perception of Chinese music and shed light on how to apply the multisensory features of sounds to enhance the composition, performance, and appreciation of music.

The Role of Intrinsic and Extrinsic Sensory Factors in Sweetness Perception of Food and Beverages: A Review

When it comes to eating and drinking, multiple factors from diverse sensory modalities have been shown to influence multisensory flavour perception and liking. These factors have heretofore been strictly divided into either those that are intrinsic to the food itself (e.g., food colour, aroma, texture), or those that are extrinsic to it (e.g., related to the packaging, receptacle or external environment). Given the obvious public health need for sugar reduction, the present review aims to compare the relative influences of product-intrinsic and product-extrinsic factors on the perception of sweetness. Evidence of intrinsic and extrinsic sensory influences on sweetness are reviewed. Thereafter, we take a cognitive neuroscience perspective and evaluate how differences may occur in the way that food-intrinsic and extrinsic information become integrated with sweetness perception. Based on recent neuroscientific evidence, we propose a new framework of multisensory flavour integration focusing not on the food-intrinsic/extrinsic divide, but rather on whether the sensory information is perceived to originate from within or outside the body. This framework leads to a discussion on the combinability of intrinsic and extrinsic influences, where we refer to some existing examples and address potential theoretical limitations. To conclude, we provide recommendations to those in the food industry and propose directions for future research relating to the need for long-term studies and understanding of individual differences.

Environmental Sounds Influence the Multisensory Perception of Chocolate Gelati

Recently, it has been shown that various auditory stimuli modulate flavour perception. The present study attempts to understand the effects of environmental sounds (park, food court, fast food restaurant, cafe, and bar sounds) on the perception of chocolate gelato (specifically, sweet, bitter, milky, creamy, cocoa, roasted, and vanilla notes) using the Temporal Check-All-That-Apply (TCATA) method. Additionally, affective ratings of the auditory stimuli were obtained using the Self-Assessment Manikin (SAM) in terms of their valence, arousal, and dominance. In total, 58 panellists rated the sounds and chocolate gelato in a sensory laboratory. The results revealed that bitterness, roasted, and cocoa notes were more evident when the bar, fast food, and food court sounds were played. Meanwhile, sweetness was cited more in the early mastication period when listening to park and café sounds. The park sound was significantly higher in valence, while the bar sound was significantly higher in arousal. Dominance was significantly higher for the fast food restaurant, food court, and bar sound conditions. Intriguingly, the valence evoked by the pleasant park sound was positively correlated with the sweetness of the gelato. Meanwhile, the arousal associated with bar sounds was positively correlated with bitterness, roasted, and cocoa attributes. Taken together, these results clearly demonstrate that people's perception of the flavour of gelato varied with the different real-world sounds used in this study.

Sensus Communis: Some Perspectives on the Origins of Non-synchronous Cross-Sensory Associations

Adults readily make associations between stimuli perceived consecutively through different sense modalities, such as shapes and sounds. Researchers have only recently begun to investigate such correspondences in infants but only a handful of studies have focused on infants less than a year old. Are infants able to make cross-sensory correspondences from birth? Do certain correspondences require extensive real-world experience? Some studies have shown that newborns are able to match stimuli perceived in different sense modalities. Yet, the origins and mechanisms underlying these abilities are unclear. The present paper explores these questions and reviews some hypotheses on the emergence and early development of cross-sensory associations and their possible links with language development. Indeed, if infants can perceive cross-sensory correspondences between events that share certain features but are not strictly contingent or co-located, one may posit that they are using a "sixth sense" in Aristotle's sense of the term. And a likely candidate for explaining this mechanism, as Aristotle suggested, is movement.

Variations in Food Acceptability with Respect to Pitch, Tempo, and Volume Levels of Background Music

This study aimed to determine whether pitch, tempo, and volume levels of music stimuli affect sensory perception and acceptance of foods. A traditional music piece was arranged into versions at two pitches, two tempos, and two volumes. For each session, chocolate and bell peppers were presented for consumption under three sound conditions: 1) upper or 2) lower level with respect to each of the three music elements, and 3) silence. Over three sessions, participants evaluated flavor intensity, pleasantness of flavor, texture impression, and overall impression of food samples, in addition to the pleasantness and stimulation evoked by the music stimuli. Results showed that lower-pitched and louder music stimuli increased hedonic impressions of foods compared to their respective counterparts and/or the silent condition. While the effects of music element levels on hedonic impressions differed with the type of food consumed, the participants liked the foods more when music stimuli were perceived as more pleasant and stimulating. Flavor was perceived as more intense when participants were more stimulated by the music samples. Although a specific element of music stimuli was manipulated, perceptions of other elements also varied, leading to large variations in the music-evoked pleasantness and stimulation. In conclusion, the findings provide empirical evidence that hedonic impressions of foods may be influenced by emotions evoked by music selections varying in music element levels, but it should be also noted that the influences were food-dependent and not pronounced.

Analysing the Impact of Music on the Perception of Red Wine via Temporal Dominance of Sensations

Several studies have examined how music may affect the evaluation of food and drink, but the vast majority have not observed how this interaction unfolds in time. This seems to be quite relevant, since both music and the consumer experience of food/drink are time-varying in nature. In the present study we sought to fix this gap, using Temporal Dominance of Sensations (TDS), a method developed to record the dominant sensory attribute at any given moment in time, to examine the impact of music on the wine taster's perception. More specifically, we assessed how the same red wine might be experienced differently when tasters were exposed to various sonic environments (two pieces of music plus a silent control condition). The results revealed diverse patterns of dominant flavours for each sound condition, with significant differences in flavour dominance in each music condition as compared to the silent control condition. Moreover, musical correspondence analysis revealed that differences in perceived dominance of acidity and bitterness in the wine were correlated in the temporality of the experience, with changes in basic auditory attributes. Potential implications for the role of attention in auditory flavour modification and opportunities for future studies are discussed.

A Sweet Voice: The Influence of Cross-Modal Correspondences Between Taste and Vocal Pitch on Advertising Effectiveness

We have seen a rapid growth of interest in cross-modal correspondences between sound and taste over recent years. People consistently associate higher-pitched sounds with sweet/sour foods, while lower-pitched sounds tend to be associated with bitter foods. The human voice is key in broadcast advertising, and the role of voice in communication generally is partly characterized by acoustic parameters of pitch. However, it remains unknown whether voice pitch and taste interactively influence consumer behavior. Since consumers prefer congruent sensory information, it is plausible that voice pitch and taste interactively influence consumers’ responses to advertising stimuli. Based on the cross-modal correspondence phenomenon, this study aimed to elucidate the role played by voice pitch–taste correspondences in advertising effectiveness. Participants listened to voiceover advertisements (at a higher or lower pitch than the original narrator’s voice) for three food products with distinct tastes (sweet, sour, and bitter) and rated their buying intention (an indicator of advertising effectiveness). The results show that the participants were likely to exhibit greater buying intention toward both sweet and sour food when they listened to higher-pitched (vs lower-pitched) voiceover advertisements. The influence of a higher pitch on sweet and sour food preferences was observed in only two of the three studies: studies 1 and 2 for sour food, and studies 2 and 3 for sweet food. These findings emphasize the role that voice pitch–taste correspondence plays in preference formation, and advance the applicability of cross-modal correspondences to business.

Taste the Bass: Low Frequencies Increase the Perception of Body and Aromatic Intensity in Red Wine

Associations between heaviness and bass/low-pitched sounds reverberate throughout music, philosophy, literature, and language. Given that recent research into the field of cross-modal correspondences has revealed a number of robust relationships between sound and flavour, this exploratory study was designed to investigate the effects of lower frequency sound (10 Hz to 200 Hz) on the perception of the mouthfeel character of palate weight/body. This is supported by an overview of relevant cross-modal studies and cultural production. Wines were the tastants - a New Zealand Pinot Noir and a Spanish Garnacha - which were tasted in silence and with a 100 Hz (bass) and a higher 1000 Hz sine wave tone. Aromatic intensity was included as an additional character given suggestions that pitch may influence the perception of aromas, which might presumably affect the perception of wine body. Intensity of acidity and liking were also evaluated. The results revealed that the Pinot Noir wine was rated as significantly fuller-bodied when tasted with a bass frequency than in silence or with a higher frequency sound. The low frequency stimulus also resulted in the Garnacha wine being rated as significantly more aromatically intense than when tasted in the presence of the higher frequency auditory stimulus. Acidity was rated considerably higher with the higher frequency in both wines by those with high wine familiarity and the Pinot Noir significantly better liked than the Garnacha. Possible reasons as to why the tones used in this study affected perception of the two wines differently are discussed. Practical application of the findings are also proposed.

Attending to the Chemical Senses

Theorizing around the topic of attention and its role in human information processing largely emerged out of research on the so-called spatial senses: vision, audition, and to a lesser extent, touch. Thus far, the chemical senses have received far less research interest (or should that be attention) from those experimental psychologists and cognitive neuroscientists interested in the topic. Nevertheless, this review highlights the key role that attentional selection also plays in chemosensory information processing and awareness. Indeed, many of the same theoretical approaches/experimental paradigms that were originally developed in the context of the spatial senses, can be (and in some cases already have been) extended to provide a useful framework for thinking about the perception of taste/flavour. Furthermore, a number of those creative individuals interested in modifying the perception of taste/flavour by manipulating product-extrinsic cues (such as, for example, music in the case of sonic seasoning) are increasingly looking to attentional accounts in order to help explain the empirical phenomena that they are starting to uncover. However, separate from its role in explaining sonic seasoning, gaining a better understanding of the role of attentional distraction in modulating our eating/drinking behaviours really ought to be a topic of growing societal concern. This is because distracted diners (e.g., those who eat while watching TV, fiddling with a mobile device or smartphone, or even while driving) consume significantly more than those who mindfully pay attention to the sensations associated with eating and drinking.