Related Experiment Video
Updated: Jul 19, 2025

Cross-Modal Multivariate Pattern Analysis
Published on: November 9, 2011
Using crossmodal correspondences as a tool in wine communication
Anders Crichton-Fock1, Charles Spence2, Nicklas Pettersson3
1School of Hospitality, Culinary Arts & Meal Science, Örebro University, Örebro, Sweden.
Introduction:
This research investigates consumer acceptance of alternative methods for communicating information about wine, focusing on the alignment between sensory attributes and consumer expectations.
Methods:
A survey was administered to wine enthusiasts to assess their attitudes toward crossmodal communication.
Results:
The findings reveal significant associations between consumer behaviors and acceptance of alternative communication methods, highlighting the emerging field of crossmodal correspondences.
Discussion:
These results suggest that leveraging crossmodal correspondences can enhance the match between a product's sensory qualities and consumer expectations, potentially reducing wine wastage resulting from unmet consumer preferences. These findings have implications for improving communication strategies in the wine industry and enhancing consumer experiences.
More Related Videos
Related Concept Videos
Cross-reactivity
Sensory Modalities
General senses refer to the broad category of sensory information detected by receptors in the body and can be further grouped into somatic and visceral senses. Somatic sensations include touch, pressure, temperature, and pain and are essential for navigating our environment and...
Crossing Over
Correlations
Crossed Aldol Reactions: Overview
Crossover Experiments
Crossover designs are performed even with smaller sample sizes since the samples can act as their controls. These are better than simple randomized trials since patients are exposed to all the treatments.

