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Charles SpenceDepartment of Experimental
Psychology, Oxford University
New Perspectives from the Human Sciences
Consumer Focus Workshop (November, 2001)
• We are aware of only a small amount of the sensory information available at any one time
For example…...
Do people detect changes in ‘real-world’ interactions?
Implications for:
- eye-witness testimony
- head-up displays in cars & planes
Same-Side Condition
Different-Sides Condition
Relevant Visual
Irrelevant AuditoryRelevant Auditory
Irrelevant Visual
Relevant Visual
Relevant AuditoryIrrelevant Auditory
Irrelevant Visual
Shadowing Performance
30
40
50
60
70
Chewing-Lips
Speaking-Lips
1) Lip-reading facilitates shadowing
2) Better performance when auditory & visual information from same location
SameSide
DifferentSides
1)
2)
% C
orre
ct
Interactions between smell & vision
• Speeded left/right
response. Menthol
to either nostril.
• Olfactory & visual
stimuli from same
locations.
• Cuing (80% valid,
20% invalid).
Spence, Kettenmann, Kobal, & McGlone (2000, 2001a, b)
120
71 8056
0
50
100
150
Mea
n C
uin
g .
E
ffec
t (m
s)
Tactile Olfactory Visual Olfactory
• Attending to smell affects vision• Implications for: advertising, alerting, &
pain management
Target Modality
Multisensory Perception• Most products are multimodal:
Skincare products have smell, colour, tactile qualities
• Foodstuffs: taste, colour, & smell
• It’s important to know what aspects of a product people attend to, to determine what they will perceive
Crossmodal Illusions - McGurk effect
• McGurk effect shows that what we see alters what we hear
• Manipulating information in one modality allows us to change perception in other modalities predictably
Vision can also dominate taste DuBose et al. (1980)
• Cherry-flavoured carbonated drinks perceived as ‘orange-flavoured’ when coloured orange
Sound dominates touch‘Parchment Skin’ Illusion Jousmaki & Hari (1998)
• People estimated skin roughness & wetness, while rubbing hands together
• Sound presented over headphones, & frequency content manipulated
• Changing sound dramatically altered perception of skin roughness
1) Selective use of subjects
2) Results rely on subjective report, & hence open to task demands
Solution: Develop experimental paradigms that rely on more objective measures (eg psychophysics, neuroimaging)
But, there are problems...
Multisensory Integration“The integration of inputs from different sensory modalities not only transforms some of their individual characteristics, but does so in ways that can enhance the quality of life”
“Integrated sensory inputs produce far richer experiences than would be predicted from their simple coexistence or the linear sum of their individual products”
Stein & Meredith (1993)
Cognitive Neuroscience
Orbitofrontal Cortex (Reward)
Neutral Touch Pleasant Touch
N1
2µV
-2µV
700msCuedUncued
Conclusions• Attention & cognition critically
determine perception & behavior
• A better understanding of multisensory interactions will enhance quality-of-life
• Converging methodologies approach provides powerful & increasingly subtle tools to understand both brain function & behavior (consumer science)