The Sounds of Freshness: soundtracks that crossmodally correspond with sensations associated to olfactory freshness
Podium 36
Presented by: Monique Alves Frazon Cantu
Introduction:
Industry and organizations should be updated on consumer needs and desires, as we move towards post-pandemic times. Experiences and products that consider sensations and emotions could contribute to generate a more profound connection and enhance consumer enchantment. Moreover, adding value to the experience of consumers through different channels can break-down physical barriers.
The cosmetic industry should be actively participating in this discussion, in order to continue innovating, and while providing the positive emotional impact that consumers seem to be looking for (i.e., well-being, mindfulness). It is well-known that positive emotions and sensations increase the impact of the product and further engage consumers. Based on these motivations, we designed a methodology which facilitates the characterization of soundtracks that crossmodally correspond with particular sensations associated to a particular cosmetic experience (in this case, freshness in fragrances).
Methods:
This methodology was based on two steps. First, we explored the existing scientific literature in order to build a theoretical framework which allowed us to crossmodally correspond semantic, sensory, and emotional parameters associated with the experience of freshness (e.g., temperature, humidity, emotional valence/arousal, olfactory notes) across auditory parameters (e.g., frequency ranges, timbres of musical instruments, musical genre, musical time, sounds of nature). Secondly, we conducted an online assessment, which validated if soundtracks chosen with this theoretical framework were indeed being associated as expected by the general consumer. For this, two online survey-based experiments were designed, in which participants rated sensations and odor notes while listening to these particular soundtracks.
Results and Discussion:
For the first experiment, two categories of freshness and one contrasting category (non-fresh) were built according to the literature. In total, 10 fresh and 5 non-fresh soundtracks were selected. Each participant (N=264) listened to and rated one soundtrack from each category (two fresh and one non-fresh) in a random order. The obtained results confirmed that overall scores on both sensations and odor notes of the fresh soundtracks were significantly higher than the scores of the non-fresh ones (higher as in, colder, more humid, more outdoor, cooler, more calmed, smoother, lighter, less spicy, and of course fresher). In particular, four fresh soundtracks got the freshest appreciations, and two non-fresh soundtracks got the most contrasting ones.
For the second experiment, we employed the six outstanding sounds mentioned above, and added two new fresh ones which broadened the musical representation of these fresh soundtracks by including autonomous sensory meridian response – ASMR (hence, a total of 8 soundtracks). In this experiment, each participant listened to and rated only one soundtrack (full between-participants; N=376). These results showed that all six fresh soundtracks were, again, rated as evoking significantly fresher sensations than the non-fresh ones. Also, these participants recognized a difference in the color associated to each soundtrack, with blue/green being the dominant colors across the fresh soundtracks, and orange/red across the non-fresh ones.
Conclusion:
In brief, this study could have an impact on cosmetics retailing that may be looking for to apply sounds to evoke specific sensations, emotions and/or olfactory expectations. For instance, marketers and designers interested in promoting freshness in fragrances may rely on this novel methodology to design disruptive multisensory experiences with sounds proven to be congruent with specific sensations associated to freshness.
We also consider these results as baseline for future work, where we intend to evoke specific fragrance features via sound, and thus enhance customer experience perceptions by means of in-situ multisensory experiential design techniques, such as sonic seasoning. Importantly, we believe that with such ideas it may be possible to connect with consumers in a different way, while innovating on the existing needs of the beauty industry (i.e., triggering feel-good factors).
Industry and organizations should be updated on consumer needs and desires, as we move towards post-pandemic times. Experiences and products that consider sensations and emotions could contribute to generate a more profound connection and enhance consumer enchantment. Moreover, adding value to the experience of consumers through different channels can break-down physical barriers.
The cosmetic industry should be actively participating in this discussion, in order to continue innovating, and while providing the positive emotional impact that consumers seem to be looking for (i.e., well-being, mindfulness). It is well-known that positive emotions and sensations increase the impact of the product and further engage consumers. Based on these motivations, we designed a methodology which facilitates the characterization of soundtracks that crossmodally correspond with particular sensations associated to a particular cosmetic experience (in this case, freshness in fragrances).
Methods:
This methodology was based on two steps. First, we explored the existing scientific literature in order to build a theoretical framework which allowed us to crossmodally correspond semantic, sensory, and emotional parameters associated with the experience of freshness (e.g., temperature, humidity, emotional valence/arousal, olfactory notes) across auditory parameters (e.g., frequency ranges, timbres of musical instruments, musical genre, musical time, sounds of nature). Secondly, we conducted an online assessment, which validated if soundtracks chosen with this theoretical framework were indeed being associated as expected by the general consumer. For this, two online survey-based experiments were designed, in which participants rated sensations and odor notes while listening to these particular soundtracks.
Results and Discussion:
For the first experiment, two categories of freshness and one contrasting category (non-fresh) were built according to the literature. In total, 10 fresh and 5 non-fresh soundtracks were selected. Each participant (N=264) listened to and rated one soundtrack from each category (two fresh and one non-fresh) in a random order. The obtained results confirmed that overall scores on both sensations and odor notes of the fresh soundtracks were significantly higher than the scores of the non-fresh ones (higher as in, colder, more humid, more outdoor, cooler, more calmed, smoother, lighter, less spicy, and of course fresher). In particular, four fresh soundtracks got the freshest appreciations, and two non-fresh soundtracks got the most contrasting ones.
For the second experiment, we employed the six outstanding sounds mentioned above, and added two new fresh ones which broadened the musical representation of these fresh soundtracks by including autonomous sensory meridian response – ASMR (hence, a total of 8 soundtracks). In this experiment, each participant listened to and rated only one soundtrack (full between-participants; N=376). These results showed that all six fresh soundtracks were, again, rated as evoking significantly fresher sensations than the non-fresh ones. Also, these participants recognized a difference in the color associated to each soundtrack, with blue/green being the dominant colors across the fresh soundtracks, and orange/red across the non-fresh ones.
Conclusion:
In brief, this study could have an impact on cosmetics retailing that may be looking for to apply sounds to evoke specific sensations, emotions and/or olfactory expectations. For instance, marketers and designers interested in promoting freshness in fragrances may rely on this novel methodology to design disruptive multisensory experiences with sounds proven to be congruent with specific sensations associated to freshness.
We also consider these results as baseline for future work, where we intend to evoke specific fragrance features via sound, and thus enhance customer experience perceptions by means of in-situ multisensory experiential design techniques, such as sonic seasoning. Importantly, we believe that with such ideas it may be possible to connect with consumers in a different way, while innovating on the existing needs of the beauty industry (i.e., triggering feel-good factors).