Adrian North

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.