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Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
In this episode we speak to Charles Spence Oxford professor and author of Gastrophysics. Charles's research is the recognized world leader in showing how taste is affected by our other senses. We discuss how brands can change their product's weight, sound and colour to make themselves more appealing.
Professor Charles Spence is a world-renowned experimental psychologist specializing in neuroscience-inspired multisensory design. Spence has published over 1,000 academic articles and authored various best-sellers, including “The Perfect Meal” and “Gastrophysics: The New Science of Eating.” Sensehacking, his newest book, was published in 2021.In addition to being an award-winning author, Spence established and runs the Crossmodal Research Laboratory (CRL) at the Oxford University Department of Experimental Psychology.Professor Spence collaborates with baristas, mixologists, chocolatiers, chefs, and perfumiers to design enhanced multisensory food and drink experiences.Professor Spence has worked extensively in multisensory experiential wine and coffee. Today, he wants to know how new technology will change our dining/drinking experiences.In today's podcast, Professor Spence joins us from London to offer his intriguing insight into gastrophysics, the power of expectation, how packaging might be tricking your senses, and much more!Want to dive into the world of gastrophysics? Find his books The Perfect Meal or Gastrophysics.Watch his captivating TED talk here.Since 2016, Bottled in China brings you into the food and drink scene through conversations with the some of the most happening personalities. Hosted by Emilie Steckenborn, the show is your one spot for all things food, beer, wine and spirits from across the world. Connect with us on LinkedIn or Instagram @bottled.in.china Subscribe to Bottled in China now and join us on an unforgettable journey through the world of wine, spirits, and culinary wonders. Podcast available on iTunes, Spotify , online or wherever you listen to your episodes! Find out more at https://www.thebottledshow.com
Brew a cup and join Omar and Charles for a chat! In today's episode Charles talks about why he got in to psychology and in particular what interested him about the effect that certain foods make on humans. We discussed his research in to multi sensory experiences and the fascinating work he has been doing within molecular gastronomy and gastro physics. Check out our website here! Equipment we use: Microphones: Sennheiser MK4 and Neumann TLM 103 MT Interface: Focusrite Scarlett 8i6 Cables: Kenable XLR 4m cables
Charles Michel is a man of many talents, not least, thinking deeply about cooking. You may recognise him from the Netflix show "The Final Table", where he was selected to take part in a global culinary competition. But Charles' career has taken him on all sorts of journeys, and his love of the art, science and philosophy of cooking is what motives him. In this episode of the Career Conversations podcast series, he reveals all about his career to date, and discusses some of the philosophical issues he feels are relevant to the food industry today. Sign up for the next Inspiring Careers in Food events in 2023 Charles Michel, Educator and Activist Charles Michel is a nomad philomath, working at the intersection of food education and food activism. He connects art, gastronomy, psychology, cross modalism, human-centred design, theory of change and ritual to catalyse communities and foster human development. He was recently selected as ‘one of the best chefs in the world' to participate in Netflix's Global Culinary Competition ‘The Final Table'. Originally trained at the Institut Paul Bocuse and in classical fine-dining kitchens in Europe, including two years at Dal Pescatore Santini, one of the best restaurants in the world. Between 2009 and 2012, he ran a multi-disciplinary community of artists creating immersive cultural events in abandoned urban spaces in Bogotá. Based at Oxford University between 2013 and 2015, he studied the convergence of art, science and multi-sensory food aesthetics at the department of experimental psychology-publishing over a dozen papers in scientific journals on modalsensory perception. Most recently, he was a co-editor of the Gastrophysics issue of the International Journal of Food Design. He has given over 50 talks on the future of food, including three TEDx talks, and presentations at the Royal Institution of Science in London, and the Royal Society. Today, he works as an experience designer in a variety of fields, as a Creator on Patreon, as a food educator, flavour expert, and as an artist using food and ritual as medium. He is co-founder of Michel/Fabian, a design studio looking at the future of cutlery, has worked with the World Food Programme in Colombia, and teaches culinary leadership, sensorial exploration and transformational hospitality at the Institut Paul Bocuse in Lyonand the Basque Culinary Center in San Sebastián. The World's 50 Best Restaurants and Bars recently named him an Empowering Educator in the 50 Next Class of 2022, a list of global game changers shaping the future of gastronomy. At the intersection of science, food, community and entrepreneurship, Charles is currently writing his first book, aiming to inspire solutions for substantial challenges in the human/nature relationship.
Welcome to this episode of the podcast, where we will be discussing food sustainability and the restaurant industry. Our guest today is Eneko Axpe, a gastrophysicist who has been awarded one of the world's 50 Next Awards from San Pellegrino for his work in science innovation.In this episode, we will be discussing Eneko's background in material sciences and physics, and how he has applied these principles to the culinary world. We will also be discussing his work in fine dining concepts, food manipulation, and finding textural opportunities in food.We will also be talking about the importance of sustainability in the restaurant industry, and how Eneko is working to reduce the environmental impact of food production. This includes efforts to reduce greenhouse gas emissions and water usage, as well as promoting the use of locally sourced ingredients.So join us as we delve into the world of food sustainability and the restaurant industry with Eneko Axpe. Don't forget to check out our sponsor, Mees, for all your recipe organization needs. Sign up for a free account at getmeez.com/trp to get started.Show Notes:Eneko's Instagram: https://www.instagram.com/eneko_axpe_/We Are What We Eat Book: https://geni.us/we-are-what-we-eatOmnivore's Dilemma Book: https://geni.us/omnivores-dilemmaWe Are The Weather Book: https://geni.us/we-are-the-weatherGastrophysics: The New Science of Eating: https://geni.us/JCWEUI2Ole G. Mouritsen: https://food.ku.dk/english/staff/?pure=en/persons/19897Eneko Atxa at Azurmendi: https://azurmendi.restaurant/en/El Celler de Can Roca: https://cellercanroca.com/en/Basque Culinary Center: https://geni.us/basque-culinary-centerSilo in the UK: https://silolondon.com/Amass Closing: https://starwinelist.com/wine-story/amass-one-of-copenhagen-s-most-influential-restaurants-has-closedOur World in Data: https://ourworldindata.org/Harvard Course On Science & Cooking: https://www.edx.org/professional-certificate/harvardx-the-science-of-cookingOn Food & Cooking Book : https://geni.us/on-food-and-cookingModernist Cuisine Book: https://geni.us/modernist-cuisineel Bulli Foundation: https://elbullifoundation.com/en/—If you come across something you ended up having to search for, send me a message to help make this Show Notes better!—
Did you know that just changing the light and music can alter how you perceive a wine by up to 20%? Ever wondered why that bottle of holiday rosé was such a crushing disappointment when you got it home? High-tempo music can make a dish taste more spicy - lower-pitch sounds bring out bitterness in wine. (Though, 'we can't turn water into wine musically...yet.') Rubbing velvet versus sandpaper can change how you perceive a wine's body. Even the microbiome in our gut and mouth can affect our perception of a wine. Welcome to the curious world of Professor Charles Spence - experimental psychologist and one of the world's foremost experts in multisensory perception. He follows on from what the Italian Futurists pioneered in the 1930s (and they, according to Spence, 'recommended turning up to dinner parties in pyjamas made from satin, silk, velvet and sandpaper, and eating the food without cutlery by burying your face in the plate while rubbing your neighbour's jim-jams...') This is the first in a series of programmes we'll be doing on wine and food. Before we launch into the delicious nitty-gritty, we wanted to understand the world of taste and flavour in more depth. So here we dive into the world of smell, sound, touch, sight, taste, atmosphere, glassware, bottles, genetics - and the future. In the mix are hyper-directional speakers and sound showers, 'spit-in-bag' dinners, parosmia, artificial reality and drinking liquid gold. What Spence finds 'intriguing' are, 'those potentially transformative or magical experiences that you might get by combining wine with food or music.' This is our kind of science - and this fascinating episode serves as the perfect launch-pad to leap into the delicious world of food and wine. Bon appetit!More details, photos and links are on our website: The Magic of Taste Science with Charles Spence show notesHere are the links to Charles' books: Gastrophysics: The New Science of EatingSense-hacking: How to Use the Power of Your Senses for Happier, Healthier LivingPS: this episode also features the brilliant winners of our Bordeaux wine giveaway, thanks to everyone for entering, and thanks to the Bordeaux Wine Council for DOUBLING our prizes in recognition of the quality and quantity of entries. Thanks also to Kristin for writing on social media that: 'Susie and Peter are just the right amount of geek.'
Charles Spence, author of Gastrophysics: The New Science of Eating defines this realm of research as the scientific study of those factors that influence our multisensory experience while tasting food and drink.The basic premise of gastrophysics is that all aspects of the eating environment – where, when, how, and with whom - provide essential sensory cue, and that the eating experience is influenced by multi-sensory faculties you don't even know you have.In this episode I share some of the findings from this book with the help of Charles Spence, Professor of Experimental Psychology at Oxford University, and Head of the Cross-Modal Laboratory.Flavor is not experienced with taste buds alone. Not by a long shot. And the smell receptors in the back of the mouth are critical in cataloging memories of what we eat and drink. The sense of smell is what draws emotion into the eating experience. I also look at how sight and touch cues can heighten the appeal of what's on the plate. Charles then shares with me the power of "sonic seasoning" and how all these cross-modal effects can be used to change behavior. He explains how we can eat healthier, for example.Finally, we look at the future of gastrophysics. How can the five senses be manipulated to deliver extraordinary eating experiences?Wine sound associations courtesy of Jozef Youssef of Kitchen Theory at a TEDx LSE conference in 2018.
This conversation is part of the series 'The Philosophy, Science, & Aesthetics of Food' ('Dare to know!' Philosophy Podcast). Charles Spence is the Professor of Experimental Psychology at the University of Oxford and the head of the Crossmodal Research Laboratory. He is interested in how people perceive the world around them. In particular, how our brains manage to process the information from each of our different senses (such as smell, taste, sight, hearing, and touch) to form the extraordinarily rich multisensory experiences that fill our daily lives. His research focuses on how a better understanding of the human mind will lead to the better design of multisensory foods, products, interfaces, and environments in the future. Today's focus will be his book ‘Gastrophysics: The New Science of Eating'.
[Ciência] Resenha do livro "Gastrophysics", do Professor Charles Spence. Gastrofísica foi um termo criado pela equipe do prof. Spence em seu laboratório da Universidade de Oxford para estudar os fatores que influenciam nossa experiência multissensorial enquanto comemos ou bebemos. A resenha por escrito está nesse link: http://www.ligiafascioni.com.br/gastrofisica/
I want you to think back to that one perfect night you replay in your head over and over. You know the one. It’s the night that if you could go back in time, you wouldn’t change anything. Instead, you’d just sit back and relive the magic. It was the night where the food was amazing, the beer pairing sung like angels and the conversation flowed like a cold lager on a hot day. Have you ever wondered what made that night so special? What if we could deconstruct that experience and put it back together at will? What if events like this had less to do with magic and more to do with physics or, gastrophysics. My next guest has studied and written about the psychology and the science behind events like this for years. In this episode, he shares some secrets to creating your next best night ever. We may not always be able to recreate the magic. Frankly, if every night were special, then none of them would be. But with the principles that Dr. Spence described in his books and on this podcast, you can certainly improve your odds that more of your events will be remembered for a very long time. --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app --- Send in a voice message: https://anchor.fm/jeremy-storton/message
Chef Jozef Youssef worked in London's top restaurants before deciding to explore our sensory and psychological relationship with food. He founded Kitchen Theory – which he calls a design studio, not a restaurant.
We talk to Jozef Youssef - Chef and founder of Kitchen Theory - about the psychology behind food, the importance of our senses and what the future of food might look like. Alex contemplates eating jellyfish, Suhail describes his perfect lab grown burger and Oz struggles with eating insects. And with the news that Ötzi (a 5000 year old mummy found in Europe) has had his stomach contents profiled by DNA testing, we discuss what we'd want our last meal to be. You can find Kitchen Theory online and in North London - be sure to check them out. ------------------------------------------------- Live Shows Wilderness Festival, Oxford - 5th August Green Man Festival, Wales - 17th August Tickets for our live shows available on our website ------------------------------------------------- Recommendations rial talk Chaotic Adequate ------------------------------------------------- Merch You can get our stickers here - these are limited run so once they're gone, they're gone (at this price). ------------------------------------------------- Follow us on social media and send us your questions! Facebook Instagram Twitter Email: whynotadoc@gmail.com #whynotadoc See acast.com/privacy for privacy and opt-out information.
Vandmænd.En ægte delikatesse. Kan det gøres bedre? Det mener en forskningsgruppe på SDU, så bare vent; Spækbrættet forudsér vandmændschips i din lokale dagligvarebutik om en uge! Flemming holder kvindetema og opdager hvordan product placement skal udvikles for at holde kvinders interesse, mens Robin indsér en barsk sandhed om sig selv. Spækbrættet er på iTunes! Giv os et review (med fem stjerner) så bliver vi glade!Musical credit: Bensound.com with "Funky Suspense"Kilder:On the Gastrophysics of jellyfish preparation - M. T. Pedersen et al. International journal of gastronomy and food science 2017Wilson M, Daly M. Do pretty women inspire men to discount the future? Proceedings of the Royal Society B: Biological Sciences. 2004Support the show (https://spaekbraettet.10er.app/)
Why are 27% of drinks bought on aeroplanes tomato juice? Why do we consume 35% more food when eating with one more person, and 75% more when with three? This is just a small taste of gastrophysics, the new field of knowledge pioneered by Oxford professor, Charles Spence, combining science, neuroscience, psychology and design. Gastrophysics, written by the world-leading expert in sensory science, argues that the pleasures of what we eat lie mostly in the mind. Anthony Warner, alias blogger turned the Angry Chef, interrogates a crack team of psychiatrists, behavioural economists, food scientists and dieticians to unravel why sensible, intelligent people are so easily taken in by food fads. Mealtimes will never be the same again.
Mrs Jones likes blue pills; they work better than those pink ones – even though they are the same drug. But she wouldn’t touch blue mashed potato. Wine buffs rate a wine higher if they believe it is expensive. Consumers are sure that a brand name product is superior to an identical generic, whether it be atenolol or cornflakes. The kids won’t eat burned sausages at home but round a campfire they taste wonderful. Turn on a red light, and your blood pressure and heart rate will increase. We know we are influenced by experience, by context, by sensory input, by our expectations, but most of us don’t realise how open to manipulation our judgments are. Take food. There is an art to creating expectations of food. And a science too. Oxford psychologist Charles Spence’s field is gastrophysics. All our senses are involved in our appreciation of food and drink – not surprising since without them we would not survive. So Spence is investigating how our experience is shaped by our sensory input. A £275 ‘ticket’ (plus drinks and service) buys you ‘A Journey’ that a celebrity chef has contrived in a laboratory in conjunction with Professor Spence and transferred to his restaurant. There’s no shortage of customers. Spence’s research also guides multinational food producers. A reassuring crunch as you open the packet makes even stale crisps taste good. Soft drinks and pre-prepared meals, and their packaging, are designed to appeal to the purchaser’s senses before the product reaches their palate. And who wouldn’t be grateful that insights from gastrophysics about the effect of altitude and engine rumble on taste have led airlines to serve more enjoyable food. In a world that faces food insecurity, overcoming cultural yuck factors could be literally vital. We all like crunchy food, and insects are an underexploited source of nutrition. It’s a matter of presentation. Gastrophysics has lessons for health care. After 70, our sense of smell deteriorates. Odour contributes far more to taste than our taste buds, so food needs more flavour. Increasing the contribution of the other senses can make a huge difference to how much a frail, elderly and perhaps demented person eats. Cue mealtimes and boost the appetite by wafting the aroma of a favourite meal from a plug-in. Consider the lighting. Play sounds that have positive associations with food. Mozart for some, Meatloaf for others. Make the food more appetising by replacing soft grey glop on a white plate with coloured food or contrasting coloured crockery. Add crunch, aurally if her teeth aren’t up to toast. Chat with her over her meal. And in hospitals, colour-coded trays for different diets may help staff get the right meal to the right patient, but research shows that if the tray is red, less of the food gets eaten. There’s something disturbing about how our ‘objective’ responses can be manipulated. It’s a subject of ethical debate, and our views depend on whether we know it is happening. And on whose behaviour is being manipulated. Doctors, who aren’t big consumers of fizzy drinks, generally support measures to reduce their consumption. After all, people need to be protected from themselves. The libertarian right disagrees, and orchestrates public outrage against ‘nanny state’. So governments study behavioural economics and look at nudging, priming – changing subconscious cues – and other non-coercive influences on our behaviour. It has been demonstrated that customers don’t notice when the sugar or salt content of products is reduced gradually. Health by stealth works. Increasing the contribution of the other senses can make a huge difference to how much a frail, elderly and perhaps demented person eats. Some of the strategies which could arise from gastrophysics research suggest that it might be possible to massage our senses to the degree that we don’t actually have to eat anything at all to feel well-fed.
Mrs Jones likes blue pills; they work better than those pink ones – even though they are the same drug. But she wouldn't touch blue mashed potato. Wine buffs rate a wine higher if they believe it is expensive. Consumers are sure that a brand name product is superior to an identical generic, whether it be atenolol or cornflakes. The kids won't eat burned sausages at home but round a campfire they taste wonderful. Turn on a red light, and your blood pressure and heart rate will increase. We know we are influenced by experience, by context, by sensory input, by our expectations, but most of us don't realise how open to manipulation our judgments are. Take food. There is an art to creating expectations of food. And a science too. Oxford psychologist Charles Spence's field is gastrophysics. All our senses are involved in our appreciation of food and drink – not surprising since without them we would not survive. So Spence is investigating how our experience is shaped by our sensory input. A £275 ‘ticket' (plus drinks and service) buys you ‘A Journey' that a celebrity chef has contrived in a laboratory in conjunction with Professor Spence and transferred to his restaurant. There's no shortage of customers. Spence's research also guides multinational food producers. A reassuring crunch as you open the packet makes even stale crisps taste good. Soft drinks and pre-prepared meals, and their packaging, are designed to appeal to the purchaser's senses before the product reaches their palate. And who wouldn't be grateful that insights from gastrophysics about the effect of altitude and engine rumble on taste have led airlines to serve more enjoyable food. In a world that faces food insecurity, overcoming cultural yuck factors could be literally vital. We all like crunchy food, and insects are an underexploited source of nutrition. It's a matter of presentation. Gastrophysics has lessons for health care. After 70, our sense of smell deteriorates. Odour contributes far more to taste than our taste buds, so food needs more flavour. Increasing the contribution of the other senses can make a huge difference to how much a frail, elderly and perhaps demented person eats. Cue mealtimes and boost the appetite by wafting the aroma of a favourite meal from a plug-in. Consider the lighting. Play sounds that have positive associations with food. Mozart for some, Meatloaf for others. Make the food more appetising by replacing soft grey glop on a white plate with coloured food or contrasting coloured crockery. Add crunch, aurally if her teeth aren't up to toast. Chat with her over her meal. And in hospitals, colour-coded trays for different diets may help staff get the right meal to the right patient, but research shows that if the tray is red, less of the food gets eaten. There's something disturbing about how our ‘objective' responses can be manipulated. It's a subject of ethical debate, and our views depend on whether we know it is happening. And on whose behaviour is being manipulated. Doctors, who aren't big consumers of fizzy drinks, generally support measures to reduce their consumption. After all, people need to be protected from themselves. The libertarian right disagrees, and orchestrates public outrage against ‘nanny state'. So governments study behavioural economics and look at nudging, priming – changing subconscious cues – and other non-coercive influences on our behaviour. It has been demonstrated that customers don't notice when the sugar or salt content of products is reduced gradually. Health by stealth works. Increasing the contribution of the other senses can make a huge difference to how much a frail, elderly and perhaps demented person eats. Some of the strategies which could arise from gastrophysics research suggest that it might be possible to massage our senses to the degree that we don't actually have to eat anything at all to feel well-fed.
Experimental psychologist, Charles Spence, joins host and editor of Square Meal, Ben McCormack in conversation. Spence, the head of Crossmodal Research Laboratory, discusses his radical research, gastrophysics, and the surprising ways outside elements can affect our dining experience.
Psychologist Charles Spence explains that "taste" is influenced by many different factors — from the background music in a restaurant to your own DNA and even the shape of your spoon. Plus, Dan and his daughter recreate one of Charles' experiments when they give out free ice cream in the street. This episode is from The Sporkful's archives. Normally, this episode and hundreds like it are only available with Stitcher Premium. But in these strange times, we're releasing it for free — both to help our listeners through self-isolation, and to say thanks for continuing to support our show. If you'd like to have access to our entire archive, you can sign up for Stitcher Premium at www.stitcherpremium.com/SPORKFUL, and use the promo code SPORKFUL for a special discount.
Could the music you are listening to, the colour of your plate, or even how the item is listed on the menu affect how it tastes? Charles Spence, Experimental psychologist at the University of Oxford, Joins Rob. His primary research is about how the senses and brain interpret the subtle cues of food. Author of the book Gastrophysics More on the book here: https://www.amazon.ca/Gastrophysics-Science-Eating-Charles-Spence/dp/0735223467/ref=sr_1_1?ie=UTF8&qid=1499376938&sr=8-1&keywords=gastrophysics
On tonight's programme, Annabel takes on the fish finger and Geoff speak to professor Charles Spence about his new book 'Gastrophysics'