Our everyday experiences are multimodal, that is, they involve more than one sensory modality. Despite not being aware, the perception of flavour is built up by our brains from the information coming from all the senses. This means that flavour perception goes way beyond taste and smell. Research in the field of consumer psychology tries to understand the mind of the consumers in order to grasp their motivations. For a company, ultimately, knowing about the mind of its clients has got to provide a competitive advantage in the marketplace. The course ‘Multisensory Marketing and Specialty Coffee’ addresses scientific evidence on neuroscience-inspired products. The aim of the course is to discuss the contributions of factors that go beyond the quality of the coffee itself. Cups, packaging, and ambience influence flavour perception and choice of clients. In addition to good coffee, the specialty coffee market should also focus on how to enhance the multisensory product experience. Adding value to a product includes understanding how to increase the customer’s hedonic judgment. It is time for the specialty coffee industry to move away from unsubstantiated marketing hype that do not reach the consumer. Effective communication of the product is crucial, and a more evidence-based, multisensory-inspired approach presents interesting solutions.
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Module 1 - 26th Jun 2021, 4pm-6pm BST (British Summer Time: GMT+1):
1) The brain, crossmodal correspondences, and flavour perception: The smell of colours and the taste of geometrical shapes.
2) Product intrinsic and extrinsic factors: The effect of cups, packaging, and consumption environment on coffee drinking experience.
3) Memory, sensory repertoire, and consumption preferences: Why do we like what we like?
Module 2 - 27th Jun 2021, 4pm-6pm BST (British Summer Time: GMT+1):
4) Food concepts and consumers’ expectations towards a product: How to introduce a new product in the market?
5) What is a brand? Identity, expression, and added-value.
6) The language of coffee (expert versus amateur): Aesthetic and functional communication for the specialty coffee market.
Please note that this course shares about 30% of content with the course ‘Multisensory Flavour Perception’.
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