Cross Modal Correspondence: Synaesthetic Marketing

About this Course

About the Course

In this course, Professor Charles Spence (University of Oxford) explores the concept of cross modal correspondence and how the senses can interrelate. In the first lecture, we think about sound symbolism in object and brand representation. In the second lecture, we think about cross modal correspondence between sounds and shapes, including how the ‘bouba/kiki’ effect relates to brands of still and sparkling water. In the third lecture, we think about how ‘sonic seasoning’ can be used to change the taste of food and even result in a healthier meal. Next, we think about experiential marketing, focusing on a study of whiskey tasting across a variety of sound and visual environments. In the fifth and final lecture, we think about some of the ethical considerations that must be made when peering into the mind of the consumer using these techniques.

About the Lecturer

Professor Charles Spence is head of the Crossmodal Research Laboratory at the University of Oxford. Professor Spence’s research interests include the application of the latest insights in cognitive neuroscience and the senses to the real world, including packaging and marketing. Some of Professor Spence’s recent publications include 'Sensory exploration of vegetables combined with a cookery class increases willingness to choose/eat plant-based food and drink' (2022) and 'Self-prioritization with unisensory and multisensory stimuli in a matching task' (2022).