Marketing sonified fragrance: Designing soundscapes for scent.

Auditory branding is undoubtedly becoming more important across a range of sectors. One area, in particular, that has recently seen significant growth concerns the introduction of music and soundscapes that have been specifically designed to match a particular scent (what one might think of as "audio scents" or "sonic scents"). This represents an exciting new approach to the sensory marketing of fragrance and for industries with strategic sensory goals, such as cosmetics.

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.

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.

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.

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).

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.

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).

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.

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.

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.

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.

The Influence of Color on the Consumer's Experience of Beer.

Visual appearance (e.g., color) cues set expectations regarding the likely taste and flavor properties of food and drink.

"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.

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).

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.