Month: February 2019

Sounds affecting our mood

Listening sounds

When we hear Uguisu (Japanese Bush Warbler)’s singing, we feel relaxed, as if we are in a quiet forest. We also think that spring is coming soon by listening to the sound of Uguisu. Sounds can communicate how the environment would be. For example, The Uguisu’s singing reminds us of a quiet forest because the bird inhabits a mountainous forest. Furthermore, Uguisu reminds us of the spring season because the bird starts singing in early spring to attract a mate. Finally, sounds can retrieve memories relating to the objects, knowledge, and experiences you have had. As a mood changer Sounds can change our mood, too. When I listen to relaxing […]

Scent Marketing: Smell influences


In the evening after work, our noses may catch the smell of smokey, grilled chicken on the street of Izakaya. The smell is coming from Yakitori-ya, a Japanese restaurant that charcoal-grills chicken on wooden skewers. The scent of Yakitori stimulates your appetite and gets s to buy the food. A smell influencing the food taste A smell can indicate how tasty the food would be. For example, when you have a stuffy nose with a cold, you cannot taste foods even though the foods should have a delicious taste. You may notice that you taste the food not only by your tongue and organs in the mouth but also by […]

Eating with the Eyes: Visuals tell

Japanese sweets

Appearance in food can be the cues for good foods Foods in Japan stimulate our multiple senses. Delicious foods have not only good tastes but also good appearance, smells, and texture. Visuals are some of the sensory cues for consumers to find good foods to eat. For example, consumers in Japan pick up a packaged Sashimi with a bright, most and firm appearance as fresh fish at the supermarket. They also pick up strawberries with bright red color and glossy appearance as fresh ones when they buy and eat them as fresh fruit. Visuals can be important sensory cues for consumers, especially to find fresh food ingredients to cook and […]

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