About the lecture

In this lecture, we think about experiential marketing, focusing in particular on: (i) the opportunity that experiential marketing offers for researchers by providing an often otherwise inaccessible volume of participants; (ii) the whiskey tasting experiment, whereby participants were found to rate their whiskey with different levels of enjoyment depending on whether they tasted it in a ‘grassy’, ‘woody’ or ‘sweet’ room; (iii) further research done which has found the manipulation of music and lighting can influence a taste experience.

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).