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.

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).

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.

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.

Virtual Terroir and the Premium Coffee Experience.

With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.

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.