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What's in a name?

By Alice Lascelles   December 2012

Professor Charles Spence spends a lot of time thinking about the noise made by crisp packets. This is because the Oxford University academic is a specialist in crossmodal research, a field of experimental psychology concerned with the way our senses interact to shape our perception of the world. According to Spence’s research, the sound of a rustling crisp packet can make the contents seem up to 5 per cent crispier.

“All these external factors—the words on the label, the packaging, the weight, the name, the sound of the packaging being opened—are very important to our experience of a product,” he…

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