A multisensory mindfulness experience: exploring the promotion of sensory awareness as a mindfulness practice.

Objectives: In this preliminary and multidisciplinary exploratory study, we assessed whether a mindfulness practice could be enhanced through a multisensory experience design that mimics the "beginner's mind," relying on sensory awareness and biofeedback processes as participants interact with the experience. Methods: We piloted and designed two conditions, being (a) a guided mindfulness practice based on the senses as an anchor to the present moment, using audio instruction only; and (b) an experience of mindfulness practice with successive sensory stimulation (olfactory, audio, and visual stimulation) followed by an interactive experience with biofeedback that provides a visual representation of the person's heartbeat in real-time. For each of the conditions we assessed anxiety (state and trait), as well as other psychological variables pre- and post-experience. Additionally, we measured the heart rate variability (HRV) at baseline, during each stage of the experience as well as post intervention. Results: We collected valid data for a total of 68 individuals. Both groups were similar regarding mean age, sex, and occupation and had similar prior experience with mindfulness. There were no significant differences regarding prior state or trait anxiety between the groups. Analysis of the physiological variables showed that for both groups there was an increase in the parasympathetic activity after the multisensory experience, with small differences in the conditions of stimulation. We did not observe significant differences between the pre and post measures for state of test anxiety. The observed parasympathetic activity variations after both experiences compared with pre and post-surveys demonstrate the importance of physiological vs psychological inspection beyond the common human rational experience that is not always resonate with the body's response and impacts the needed literacy to self-awareness of emotional well-being. Conclusion: Participants in both conditions could effectively connect with the experience, while achieving a physiological response different from their baseline state. The acceptance of the designed stimuli was very high, although more research is still needed to uncover its full potential. In sum, the design of multisensory experiences using technology to create an interactive connection with the sensory stimulus, is a promising field in mindfulness and especially in practices involving sensory awareness through the monitoring of parasympathetic activity as an inference indicator of the present-moment connection.

Exploring Crossmodal Associations Between Sound and the Chemical Senses: A Systematic Review Including Interactive Visualizations.

This is the first systematic review that focuses on the influence of product-intrinsic and extrinsic sounds on the chemical senses involving both food and aroma stimuli. This review has a particular focus on all methodological details (stimuli, experimental design, dependent variables, and data analysis techniques) of 95 experiments, published in 83 publications from 2012 to 2023. 329 distinct crossmodal auditory-chemosensory associations were uncovered across this analysis. What is more, instead of relying solely on static figures and tables, we created a first-of-its-kind comprehensive Power BI dashboard (interactive data visualization tool by Microsoft) on methodologies and significant findings, incorporating various filters and visualizations allowing readers to explore statistics for specific subsets of experiments. We believe that this review can be helpful for researchers and practitioners working in the food and beverage industry and beyond these scopes (e.g., cosmetics). Theoretical and practical implications discussed in this article point to computational approaches that facilitate decision-making regarding multisensory experimental methodology design.

Marble melancholy: using crossmodal correspondences of shapes, materials, and music to predict music-induced emotions.

Introduction: Music is known to elicit strong emotions in listeners, and, if primed appropriately, can give rise to specific and observable crossmodal correspondences. This study aimed to assess two primary objectives: (1) identifying crossmodal correspondences emerging from music-induced emotions, and (2) examining the predictability of music-induced emotions based on the association of music with visual shapes and materials. Methods: To achieve this, 176 participants were asked to associate visual shapes and materials with the emotion classes of the Geneva Music-Induced Affect Checklist scale (GEMIAC) elicited by a set of musical excerpts in an online experiment. Results: Our findings reveal that music-induced emotions and their underlying core affect (i.e., valence and arousal) can be accurately predicted by the joint information of musical excerpt and features of visual shapes and materials associated with these music-induced emotions. Interestingly, valence and arousal induced by music have higher predictability than discrete GEMIAC emotions. Discussion: These results demonstrate the relevance of crossmodal correspondences in studying music-induced emotions. The potential applications of these findings in the fields of sensory interactions design, multisensory experiences and art, as well as digital and sensory marketing are briefly discussed.

Does multisensory stimulation with virtual reality (VR) and smell improve learning? An educational experience in recall and creativity.

Purpose: The purpose of this paper is to derive into practical recommendations from multisensory stimulation with virtual reality (VR) and scent to help educators develop effective teaching strategies geared toward aspects of the learning experience, recall, and creativity in a stereotypical learning context. Design/methodology/approach: The paper is based on a randomized experiment in which student participants were subdivided into three treatment groups and one control group. Each group was stimulated by a different combination of visual, auditory, and olfactory stimuli (2D SMELL, VR, and VR SMELL) and the outcomes were compared against those of the control group (2D). Consistent with the Cognitive Theory of Multimedia Learning, hypotheses were constructed to study the effect of different combinations of stimuli on the learning experience and learning outcomes related to recall and creativity in a stereotypical learning context. Findings: Traditional video content alone and bundled with a coherent olfactory stimulus prompted higher self-reported ratings of perceived quality of the sensory experience. Olfactory stimulus in combination with either VR or a traditional video prompted higher self-reported ratings on perceived immersion. In a stereotypical learning context, the highest recall scores were achieved with traditional video alone. Both VR alone and bundled with an olfactory stimulus resulted in enhanced creativity. Research limitations/implications: The findings of this study should be interpreted in the context of adopting multisensory stimulations combined with VR technology as part of stereotypical learning contexts. Most professional educators do not have robust knowledge or experience in using build-on-purpose multisensory stimuli but are increasingly engaged in using multisensory tools such as VR, as part of their teaching practice. In relation to recall, the results are consistent with the hypothesis that in a stereotypical learning context, a multisensory experience involving VR and olfactory stimuli can be related to an undesired cognitive load for learners. There exists a possibility that the low-technical version of the VR goggles used, as well as the contents of the instructional video may have influenced the learning outcomes in terms of recall. Hence, future research should consider such aspects and focus on richer learning contexts. Originality/value: This work offers practical recommendations for instructional design strategies aiming to create multisensory stimulations with VR and olfactory components to foster a richer learning experience and enhanced learning outcomes, under the assumptions of a stereotypical learning context.

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.

Promoting Healthier Drinking Habits: Using Sound to Encourage the Choice for Non-Alcoholic Beers in E-Commerce.

Important institutions, such as the World Health Organization, recommend reducing alcohol consumption by encouraging healthier drinking habits. This could be achieved, for example, by employing more effective promotion of non-alcoholic beverages. For such purposes, in this study, we assessed the role of experiential beer packaging sounds during the e-commerce experience of a non-alcoholic beer (NAB). Here, we designed two experiments. Experiment 1 evaluated the influence of different experiential beer packaging sounds on consumers' general emotions and sensory expectations. Experiment 2 assessed how the sounds that evoked more positive results in Experiment 1 would influence emotions and sensory expectations related to a NAB digital image. The obtained results revealed that a beer bottle pouring sound helped suppress some of the negativity that is commonly associated with the experience of a NAB. Based on such findings, brands and organizations interested in more effectively promoting NAB may feel encouraged to involve beer packaging sounds as part of their virtual shopping environments.

Toward Healthier Cookie Habits: Assessing the Role of Packaging Visual Appearance in the Expectations for Dietary Cookies in Digital Environments.

As we tend to consume more and more via e-commerce platforms, the digital version of a dietary product's package can be one of the most important touchpoints that the consumer has with such product during the purchasing stage of the consumer's journey. Hence, a dietary food/drink properly presented via its packaging in e-commerce is key, for example, to nudge consumers toward healthier purchase habits. In this study, we assessed the role of different configurations of visual cues commonly present in a product's packaging (jar vs. bag, transparent vs. opaque, labeled vs. unlabeled) in the expectations associated with dietary cookies when presented in a digital environment. A between-participants study was conducted where eight different packages with different combinations of the three aforementioned features were digitally evaluated by the participants. The results suggest that the presence (vs. absence) of labeling triggered the highest ratings on most assessed dimensions (product quality, healthiness, lightness, sweetness, crumbliness, price, tastiness, greediness for product, product/packaging liking). Moreover, transparent (vs. opaque) packaging tends to yield higher expectations concerning this product's quality (i.e., product liking, package liking, greediness), though it has an opposite effect on the expected healthiness for such cookies. Some particular interactions between these three visual cues were also observed and are discussed as part of the obtained results. In summary, our results point to how the visual appearance of packaging can be strategically used in order to potentially nudge consumers toward healthier cookie purchase habits.

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.

Extrinsic Auditory Contributions to Food Perception & Consumer Behaviour: an Interdisciplinary Review.

Food product-extrinsic sounds (i.e., those auditory stimuli that are not linked directly to a food or beverage product, or its packaging) have been shown to exert a significant influence over various aspects of food perception and consumer behaviour, often operating outside of conscious awareness. In this review, we summarise the latest evidence concerning the various ways in which what we hear can influence what we taste. According to one line of empirical research, background noise interferes with tasting, due to attentional distraction. A separate body of marketing-relevant research demonstrates that music can be used to bias consumers' food perception, judgments, and purchasing/consumption behaviour in various ways. Some of these effects appear to be driven by the arousal elicited by loud music as well as the entrainment of people's behaviour to the musical beat. However, semantic priming effects linked to the type and style of music are also relevant. Another route by which music influences food perception comes from the observation that our liking/preference for the music that we happen to be listening to carries over to influence our hedonic judgments of what we are tasting. A final route by which hearing influences tasting relates to the emerging field of 'sonic seasoning'. A developing body of research now demonstrates that people often rate tasting experiences differently when listening to soundtracks that have been designed to be (or are chosen because they are) congruent with specific flavour experiences (e.g., when compared to when listening to other soundtracks, or else when tasting in silence). Taken together, such results lead to the growing realization that the crossmodal influences of music and noise on food perception and consumer behaviour may have some important if, as yet, unrecognized implications for public health.

Not Just Another Pint! The Role of Emotion Induced by Music on the Consumer's Tasting Experience.

We introduce a novel methodology to assess the influence of the emotion induced by listening to music on the consumer's multisensory tasting experience. These crossmodal effects were analyzed when two contrasting music tracks (positive vs negative emotion) were presented to consumers while tasting beer. The results suggest that the emotional reactions triggered by the music influenced specific aspects of the multisensory tasting experience. Participants liked the beer more, and rated it as tasting sweeter, when listening to music associated with positive emotion. The same beer was rated as more bitter, with higher alcohol content, and as having more body, when the participants listened to music associated with negative emotion. Moreover, participants were willing to pay 7-8% more for the beer that was tasted while they listened to positive music. This novel methodology was subsequently replicated with two different styles of beer. These results are discussed along with practical implications concerning the way in which music can add significant value to how a consumer responds to a brand.

"Smooth operator": Music modulates the perceived creaminess, sweetness, and bitterness of chocolate.

There has been a recent growth of interest in determining whether sound (specifically music and soundscapes) can enhance not only the basic taste attributes associated with food and beverage items (such as sweetness, bitterness, sourness, etc.), but also other important components of the tasting experience, such as, for instance, crunchiness, creaminess, and/or carbonation. In the present study, participants evaluated the perceived creaminess of chocolate. Two contrasting soundtracks were produced with such texture-correspondences in mind, and validated by means of a pre-test. The participants tasted the same chocolate twice (without knowing that the chocolates were identical), each time listening to one of the soundtracks. The 'creamy' soundtrack enhanced the perceived creaminess and sweetness of the chocolates, as compared to the ratings given while listening to the 'rough' soundtrack. Moreover, while the participants preferred the creamy soundtrack, this difference did not appear to affect their overall enjoyment of the chocolates. Interestingly, and in contrast with previous similar studies, these results demonstrate that in certain cases, sounds can have a perceptual effect on gustatory food attributes without necessarily altering the hedonic experience.

Music Influences Hedonic and Taste Ratings in Beer.

The research presented here focuses on the influence of background music on the beer-tasting experience. An experiment is reported in which different groups of customers tasted a beer under three different conditions (N = 231). The control group was presented with an unlabeled beer, the second group with a labeled beer, and the third group with a labeled beer together with a customized sonic cue (a short clip from an existing song). In general, the beer-tasting experience was rated as more enjoyable with music than when the tasting was conducted in silence. In particular, those who were familiar with the band that had composed the song, liked the beer more after having tasted it while listening to the song, than those who knew the band, but only saw the label while tasting. These results support the idea that customized sound-tasting experiences can complement the process of developing novel beverage (and presumably also food) events. We suggest that involving musicians and researchers alongside brewers in the process of beer development, offers an interesting model for future development. Finally, we discuss the role of attention in sound-tasting experiences, and the importance that a positive hedonic reaction toward a song can have for the ensuing tasting experience.

Using sound-taste correspondences to enhance the subjective value of tasting experiences.

The soundscapes of those places where we eat and drink can influence our perception of taste. Here, we investigated whether contextual sound would enhance the subjective value of a tasting experience. The customers in a chocolate shop were invited to take part in an experiment in which they had to evaluate a chocolate's taste while listening to an auditory stimulus. Four different conditions were presented in a between-participants design. Envisioning a more ecological approach, a pre-recorded piece of popular music and the shop's own soundscape were used as the sonic stimuli. The results revealed that not only did the customers report having a significantly better tasting experience when the sounds were presented as part of the food's identity, but they were also willing to pay significantly more for the experience. The method outlined here paves a new approach to dealing with the design of multisensory tasting experiences, and gastronomic situations.