Episode 60 Charles Spence, author of Gastrophysics, on the science of taste appeal
In this week's episode, we chat with Charles Spence—Oxford professor, author of Gastrophysics, and the world’s leading expert on how our senses work together to shape flavor. We discuss how brands are leveraging sensory cues to make their products more appealing, and discover practical insights for anyone who wants to understand the power of taste beyond the plate.
Episode Highlights
Spence’s famous “sonic chip” experiment shows how
altering the sound of food can change its perceived
taste, proving that our senses work together in
unexpected ways.
The shape of food affects taste perception—rounder
chocolate pieces are assumed to be sweeter,
revealing how visual cues influence flavor
experiences.
Marketers should embrace a spirit of
experimentation, using small, rapid tests to uncover
insights that can shape better consumer experiences
and brand strategies.
Resources & Useful Links
See below for additional resources from this week's episode.
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Ep61 - How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C
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