9/17/2023 0 Comments Seasonings from zed 451![]() ![]() One of the earliest examples of this marriage of sonic seasoning and marketing activation involved a bespoke crossmodally congruent music track that was made available to UK consumers online, and that had been designed to match the flavour of the then new Starbucks Via at-home coffee beverage product (see Spence, 2011b). Marketing-led sonic seasoning activations have included everything from curating pre-composed music with the appropriate sonic qualities (such as pitch or timbre Spence et al., 2013) to the composition of bespoke music/soundscapes designed to match the specific taste/flavour of particular food or beverage products (e.g., Crisinel et al., 2012 Knöferle et al., 2015). Decades later, there has been an explosion of interest in the application of the findings of sonic seasoning research, via a wide range of multisensory experiential events and online marketing activations, particularly with regards to food and/or beverage brands, and their advertising (see Anon, 2012b Lazarus, 2017). ![]() The realization that consumers experience a multitude of crossmodal correspondences (see Spence, 2011a) between stimuli presented in the auditory and chemical senses originally emerged from the psychophysics laboratory, specifically from the innovative work of Kristan Holt-Hansen (1968, 1976) in Copenhagen, Denmark. The term “sonic seasoning” refers to the deliberate matching, or pairing, of sound/music with taste/flavour in order to enhance, or modify, the multisensory tasting experience ( Spence, 2011b, 2013, 2016, 2017 see also Sedacca, 2016 1). Taken together, the various examples reviewed here help to illustrate the growing commercial relevance of sonic seasoning research. 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. 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. ![]() 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. ![]()
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