Perceptions of the flavors of foods or beverages reflect information derived from multiple
sensory afferents, including gustatory, olfactory, and somatosensory fibers. Although flavor …

Many people are understandably excited by the suggestion that the chemical senses can be
digitized; be it to deliver ambient fragrances (eg, in virtual reality or health-related …

Understanding the mechanisms involved in the perception of food aroma is one of the major
objectives of flavour studies. Yet, it remains difficult to explain this perception due to the …

Integration psychophysics was used to explore the taste perception of mixtures of sucrose,
fructose, and citric acid. Three levels of each stimulus were varied in a 3× 3× 3 factorial …

Consumers are often surrounded by somatosensory (eg, warmth) and visual (eg, color)
information. For example, consumers often see light-colored goods under warm conditions …

Despite the rapid growth of research on the crossmodal correspondence between visually
presented shapes and basic tastes (eg, sweet, sour, bitter, and salty), most studies that have …

It is well‐known that multiple sensory cues influence flavor perception and liking. The
present study aimed to combine and compare the relative influences of product‐related and …

Purpose–The impact of colour is acknowledged, yet empirical studies on colours with
marketing implications are rare. The paper seeks to advance our understanding of the role …

The notion of harmony was first developed in the context of metaphysics before being
applied to the domain of music. However, in recent centuries, the term has often been used …

Retailers are increasingly aware of the importance of store atmosphere on consumers'
emotions. The results of four experimental studies demonstrate that the sensory cues by …