These Music Clips Are Supposed to Change the Way Your Coffee Tastes
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These Music Clips Are Supposed to Change the Way Your Coffee Tastes In 2004, Charles Spence, a professor of experimental psychology at Oxford University, published the first of many papers that marked him as the premier expert of the way sound and food work with our minds to create illusions of taste. He found, for example, that simply amping up the crispy sounds of a chip made otherwise-plain Pringles taste extraordinary. Rather blandly titled “The Role of Auditory Cues in Modulating the Perceived Crispness and Staleness of Potato Chips,” the paper was anything but, fundamentally changing not only the way potato chips are created and marketed but also creating a niche field that Spence has become the leading expert in: how corporations tease your mind to make food seem more appetizing. One of the least understood but most fascinating ways to do so is with sound. Dan Pashman, host of The Sporkful podcast, teamed up with Spence in a recent episo...