Professor of Experimental Psychology
- Fellow of Somerville College
Applied cognitive psychology, Consumer psychology, Sensory marketing, Multisensory perception
Professor Charles Spence is 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. His research calls for a radical new way of examining and understanding the senses that has major implications for the way in which we design everything from household products to mobile phones, and from the food we eat to the places in which we work and live.
Over the years, Charles has consulted for a number of multinational companies advising on various aspects of multisensory design, packaging, and branding. He has also conducted research on human-computer interaction issues on the Crew Work Station on the European Space Shuttle. Charles and his group are currently working on problems associated with the design of foods that maximally stimulate the senses (together with Heston Blumenthal, chef of The Fat Duck restaurant in Bray). His group also has a very active line of research on the design of auditory, tactile, and multisensory warning signals for drivers and other interface operators (together with Toyota). Charles is also interested in the effect of the indoor environment on mood, well-being, and performance (together with ICI).
Charles has published over 500 articles in top-flight scientific journals over the last 15 years. Charles has been awarded the 10th Experimental Psychology Society Prize, the British Psychology Society: Cognitive Section Award, the Paul Bertelson Award, recognizing him as the young European Cognitive Psychologist of the Year, and, most recently, the prestigious Friedrich Wilhelm Bessel Research Award from the Alexander von Humboldt Foundation in Germany, not to mention the 2008 IG Nobel prize for nutrition, for his groundbreaking work on the ‘sonic crisp’!
Factors influencing the visual deliciousness / eye-appeal of food
Spence C. et al, (2022), Food Quality and Preference, 102
The connotative meanings of sound symbolism in brand names: A conceptual framework
Motoki K. et al, (2022), Journal of Business Research, 150, 365 - 373
Tasting prosody: Crossmodal correspondences between voice quality and basic tastes
Motoki K. et al, (2022), Food Quality and Preference, 100
The phantasmagoria: From ghostly apparitions to multisensory fairground entertainment
Spence C., (2022), Frontiers in Communication, 7
No self-advantage in recognizing photographs of one's own hand: experimental and meta-analytic evidence.
Holmes NP. et al, (2022), Exp Brain Res