Your SlideShare is downloading. ×
Crossmodal correspondences: Looking for links between sound symbolism & synaesthesia & their application to sensory marketing
Crossmodal correspondences: Looking for links between sound symbolism & synaesthesia & their application to sensory marketing
Crossmodal correspondences: Looking for links between sound symbolism & synaesthesia & their application to sensory marketing
Crossmodal correspondences: Looking for links between sound symbolism & synaesthesia & their application to sensory marketing
Crossmodal correspondences: Looking for links between sound symbolism & synaesthesia & their application to sensory marketing
Crossmodal correspondences: Looking for links between sound symbolism & synaesthesia & their application to sensory marketing
Crossmodal correspondences: Looking for links between sound symbolism & synaesthesia & their application to sensory marketing
Crossmodal correspondences: Looking for links between sound symbolism & synaesthesia & their application to sensory marketing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Crossmodal correspondences: Looking for links between sound symbolism & synaesthesia & their application to sensory marketing

1,875

Published on

Prof. Charles Spence, Oxford University highlight in his talk the existence of a variety of robust crossmodal correspondences between both sounds (phonetic speech sounds, tones, and other parameters …

Prof. Charles Spence, Oxford University highlight in his talk the existence of a variety of robust crossmodal correspondences between both sounds (phonetic speech sounds, tones, and other parameters of musical expression), and shapes and the sensory attributes (specifically the taste, flavour, aroma, and oral-somatosensory attributes) of various foods and beverages.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,875
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Crossmodal correspondences: Traditional Approach Looking for links between sound symbolism & synaesthesia & their application to sensory marketing Charles Spence Crossmodal Research Lab. Department of Psychology Oxford University„…there is no animal in which there isknown to be a complete segregation ofsensory processing‟ (Stein et al., 1996)Holt-Hansen Carlsberg‟s Elephant beer has a frequency of 640-670 Hz (1968) while, for regular Carlsberg, it is 510-520 Hz 1
  • 2. Cross-cultural colour-flavour associations Cheese & Salt & Levitan, Shankar, & Spence (2010) onion vinegarCranberry Cherry Mint Raspberry Strawberry Piqueras-Fiszman & Spence (submitted) Sapir (1929) the success of the Mini? Mil, Mal, & “Buba”“Buba” “Kiki” “Kiki”“Kiki” “Buba” Not to mention Lidl, Aldi, & Londis! 2
  • 3. “Maluma” “Takete” “Maluma” “Takete”? Maluma 300 Lula 200 100 0 -100 Lime jam Blueb jam Salt+Vin. Brie Mint choc mousse Cranb Reg Cr. Reg yog sauce Cheddar Reg choc Cranberries Strawb yog Choc Cr. -200 -300 -400 Takete“Maluma” “Takete” Ruki Gallace, Boschin, & Spence (2011) What‟s in a name? Tasting shapes „Frisch‟ or „Frosch‟ Richard Cytowic Klink (2000) Circle the shape above that best matches the Spence (subm.) flavour of the food/drink you just tried. 3
  • 4. Still water -3.74 1.85 Sparkling water Spence & Gallace (2011) 3.51 1.94 Brie Maluma Takete -3.02 2.22 Cranberry juice Maluma Takete 2.45 2.26 Malteser Tuki -1.54 3.49 Lula Tuki Caramel Nibble Lula 2.69 2.73“Sensation transference” ? 4
  • 5. Ben & Jerry‟s Ice Cream 99% pleasure. The rest is the carton! Ngo, Misra, & Spence (2011) Sumptuously smooth truffle encased in milk chocolateSchifferstein (2001) Yeomans et al. (2008) Sound/shape symbolism • Reliable crossmodal correspondences between flavour & oral-somatosensory attributes of food/drink (bitterness, acidity, Figure showing & carbonation), & sharpness/angularity disconfirmed expectations • Might these correspondences emerge from our innate oral responses to basic tastes? • Findings have implications for product & brand naming/packaging design (sensory marketing), just don‟t call em synaesthetic! 5
  • 6. Crossmodal Correspondences? “Taking a sip of wine, at least a wine worth talking about, is like hearing the sound of a sustained, musical chord.” (Kent Bach, 2007, p. 27) “Red wines need either minor key or they need music that has negative emotion. They don’t like happy music…Cabernets like angry music.” (Gray, 2007) “As bitter as a trombone?” Methods: Choice of sounds • 13 different notes (C2-C6) Middle C • 4 different types of instrument: piano, strings, woodwinds, brass 13 Note that tastes appear at extremes, while flavours appear in middle low middle high 11 Crisinel & Spence (2010) 9Frequency 7 5 3 1 caffeine coffee MSG salt orange rose almond vanilla lemon peppermint citric acid sucrose flower 6
  • 7. Ngo, Piqueras-Fiszman,R U WEIRD? & Spence (submitted) Western, Educated, Industrialized, Rich, & Democratic(Henrich et al., 2010, BBS) 7
  • 8. Are lemonsProf. Charles SpenceCrossmodal Research Lab. fast or slow? Oxford University http://www.psy.ox.ac.uk/xmodal/ 8

×