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. 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. 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. 4Studio Resonate | SXM Media, Oakland, CA, United States.3School of Management, Universidad de los Andes, Bogotá, Colombia.2Department of Food Science, Aarhus University, Aarhus, Denmark.1Crossmodal Research Laboratory, University of Oxford, Oxford, United Kingdom.
Charles Spence 1*, Qian Janice Wang 2, Felipe Reinoso-Carvalho 3 and Steve Keller 4
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