How sights, smells and sounds alter what you buy

35 snips

Sep 29, 2025

In this discussion, Adrian North, a psychology professor at Curtin University and expert on music's effect on consumer behavior, reveals fascinating truths about how our senses influence purchasing decisions. He explains how Coca-Cola's white can altered taste perception despite no change in formula. Adrian discusses sound symbolism's impact on perception, the role of music in selecting wines, and how ambient factors like tablecloths can enhance taste. He shares surprising insights on scent's influence on quality perception and how tempo affects shopping habits.

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ANECDOTE

White Coke Can Changed Perceived Taste

Coca-Cola replaced its red can with a white one in 2011 to raise awareness for polar bears.
Customers reported the identical drink tasted worse and sales dropped until Coke returned to red.

INSIGHT

Sound-Shape Taste Connections

Sounds and shapes map together: ‘kiki’ feels spiky while ‘booba’ feels round.
Charles Spence used this cross-sensory mapping to make chocolate taste sweeter by rounding its shape.

ANECDOTE

Music Switched Wine Choices

Adrian North played stereotypical French or German music at a supermarket wine display.
Sales shifted dramatically toward wines matching the music, despite shoppers denying any effect.

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In 2011, Coca-Cola introduced a white version of their Coca-Cola can. The drink inside was identical to original Coca-Cola, but customers drinking from this white can hated the taste.

The white can made buyers think the Cola tasted worse.

To explain why, I need to delve into the science of sensehacking. With Professor Adrian North, I’ll explain why tennis players grunt loudly, why cars smell different when new, how a tablecloth alters our taste, and that music changes what you buy.

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Today’s sources

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