The Cross-Modal Perception of Food and Consumable Products

Professor Charles Bents won what's called the Ig Nobel Prize, which is for research. He had people eat Pringles with headphones on and then he would change the noise of the crunch as they ate it. And if they didn't hear the crunch, people said that the chip was stale - even though they were all the same. "Cross-modal perception plays quite a lot of part in our experience of all these products"

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