Author
Stefan Cosser
Bio: Stefan Cosser is an academic researcher. The author has an hindex of 1, co-authored 1 publications receiving 143 citations.
Papers
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TL;DR: In this article, the authors report an experiment designed to investigate the consequences of manipulating the pitch of the background auditory stimulation on the taste of food, and provide convincing empirical evidence that the cross-modal congruency of a background soundtrack can be used to modify the taste (and presumably also flavour) of a foodstuff.
164 citations
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TL;DR: In this paper, the authors reviewed the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer's shopping behavior.
Abstract: Store atmospherics affect consumer behavior. This message has created a revolution in sensory marketing techniques, such that across virtually every product category, retailers and manufacturers seek to influence the consumer's “sensory experience.” The key question is how should a company design its multisensory atmospherics in store to ensure that the return on its investment is worthwhile? This paper reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer's shopping behavior. The findings emphasize the need for further research to address how the multisensory retail environment shapes customer experience and shopping behavior.
375 citations
TL;DR: A review of sound and shape symbolism in food and beverages can be found in this paper, where a variety of robust cross-modal correspondences between sounds and shapes, and the sensory attributes (specifically the taste, flavor, aroma, and oral-somatosensory attributes) of various foods and beverages are reviewed.
295 citations
TL;DR: Prior findings concerning specific auditory–gustatory mappings are consolidated, whereby special attention is given to highlighting any conflicts in the existing experimental evidence and any potential caveats with regard to the most appropriate interpretation of prior studies.
Abstract: In this article, the rapidly growing body of research that has been published recently on the topic of crossmodal correspondences that involve auditory and gustatory/flavor stimuli is critically reviewed. The evidence demonstrates that people reliably match different tastes/flavors to auditory stimuli varying in both their psychoacoustic (e.g., pitch) and musical (e.g., timbre) properties. In order to stimulate further progress in this relatively young research field, the present article aims at consolidating prior findings concerning specific auditory–gustatory mappings, whereby special attention is given to highlighting (1) any conflicts in the existing experimental evidence and (2) any potential caveats with regard to the most appropriate interpretation of prior studies. Next, potential mechanisms underlying auditory–gustatory crossmodal correspondences are discussed. Finally, a number of potentially fruitful avenues for future research are outlined.
156 citations
TL;DR: In this paper, Ambient music and background noise are especially important atmospheric elements given their utility given their ubi-bi nature, and the importance of ambient music in retail atmospherics.
Abstract: Retail atmospherics is becoming an increasingly important strategic tool for stores and restaurants. Ambient music and background noise are especially important atmospheric elements given their ubi ...
140 citations
TL;DR: This article reviews the research that has looked at the role of audition in both flavour perception and feeding behaviour in humans and starts by looking at early research that focused on the effect of background noise on the sensory-discriminative aspects of taste/flavour perception and on people's hedonic responses to food and beverage items.
113 citations