Skip to main content
SpringerLink
Log in

Multisensory Consumer-Packaging Interaction (CPI): The Role of New Technologies

  • Chapter
  • First Online:
Multisensory Packaging

Abstract

The recent development of various sensory-enabling technologies (SETs) has attracted the interest of those marketers wishing to enhance the online and in-store multisensory experiences that they offer to customers. Such technologies have also proven relevant to the delivery of more engaging multisensory human-food interactions. However, to date, little work has been conducted on their potential role in the interaction between consumers and product packaging, a key element of branding. In this chapter, we present an overview of how the latest SETs can be (and in some cases already are being) incorporated into the packaging of various different products in order to deliver novel multisensory product experiences. We predict that these technologies will increasingly come to enhance the scope of packaging as a marketing communication tool. They might, for instance, be used to project people into consumption experiences, promote brand engagement, as well as improve product evaluation, by means of, say, augmented reality applications. Such technologies will become an increasingly important element in the consumer experience. They may even be able to enhance the perceived sensory properties of products, help in personalization, and/or help regulating our eating behaviour.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 169.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    Children do not possess sufficient capacity to defend effectively against advertisements. They develop positive affects for featured characters of cereal brands (e.g., Tony the Tiger, Coco the Monkey), biasing their product evaluation that persist into adulthood (Connell, Brucks, & Nielsen, 2014).

References

  • Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100–112.

    Article  Google Scholar 

  • Animesh, A., Pinsonneault, A., Yang, S. B., & Oh, W. (2011). An odyssey into virtual worlds: Exploring the impacts of technological and spatial environments on intention to purchase virtual products. MIS Quarterly, 35(3), 789–810.

    Article  Google Scholar 

  • Barsalou, L. W. (2008). Grounded cognition. Annual Review of Psychology, 59, 617–645.

    Article  Google Scholar 

  • Batra, R., & Homer, P. M. (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3), 318–330.

    Article  Google Scholar 

  • Biggs, L., Juravle, G., & Spence, C. (2016). Haptic exploration of plateware alters the perceived texture and taste of food. Food Quality & Preference, 50, 129–134.

    Article  Google Scholar 

  • Billeter, D., Zhu, M., & Inman, J. J. (2012). Transparent packaging and consumer purchase decisions. In J. Sevilla (Ed.), When it’s what’s outside that matters: Recent findings on product and packaging design. Paper presented at Association for Consumer Research 2012 Conference. Vancouver, Canada (pp. 308–312).

    Google Scholar 

  • Bonetti, F., Warnaby, G., & Quinn, L. (2018). Augmented reality and virtual reality in physical and online retailing: A review, synthesis and research agenda. In Augmented reality and virtual reality (pp. 119–132). Cham, Switzerland: Springer.

    Chapter  Google Scholar 

  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty. Journal of Marketing, 73(3), 52–68.

    Article  Google Scholar 

  • Chandran, S., Batra, R. K., & Lawrence, B. (2009). Is seeing believing? Consumer responses to opacity of product packaging. In A. L. McGill & S. Shavitt (Eds.), Advances in consumer research (Vol. 36, p. 970). Duluth, MN: Association for Consumer Research.

    Google Scholar 

  • Choi, J. H. J., Foth, M., & Hearn, G. (Eds.). (2014). Eat, cook, grow: Mixing human-computer interactions with human-food interactions. Cambridge, MA: MIT Press.

    Google Scholar 

  • Choi, Y. K., & Taylor, C. R. (2014). How do 3-dimensional images promote products on the internet. Journal of Business Research, 67(10), 2164–2170.

    Article  Google Scholar 

  • Chu, S., & Downes, J. J. (2000). Odour-evoked autobiographical memories: Psychological investigations of Proustian phenomena. Chemical Senses, 25(1), 111–116.

    Article  Google Scholar 

  • Comber, R., Choi, J. H. J., Hoonhout, J., & O’Hara, K. (2014). Designing for human–food interaction: An introduction to the special issue on ‘food and interaction design. International Journal of Human-Computer Studies, 72(2), 181–184.

    Article  Google Scholar 

  • Connell, P. M., Brucks, M., & Nielsen, J. H. (2014). How childhood advertising exposure can create biased product evaluations that persist into adulthood. Journal of Consumer Research, 41(1), 119–134.

    Article  Google Scholar 

  • Cowburn, G., & Stockley, L. (2005). Consumer understanding and use of nutrition labelling: A systematic review. Public Health Nutrition, 8(1), 21–28.

    Article  Google Scholar 

  • Creusen, M. E., & Schoormans, J. P. (2005). The different roles of product appearance in consumer choice. Journal of Product Innovation Management, 22(1), 63–81.

    Article  Google Scholar 

  • Dawar, N., & Parker, P. (1994). Marketing universals: Consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality. Journal of Marketing, 58(2), 81–95.

    Google Scholar 

  • Elder, R., & Krishna, A. (2012). The visual depiction effect: Inducing embodied mental simulation that evokes motor responses. Journal of Consumer Research, 38(6), 988–1003.

    Article  Google Scholar 

  • Elder, R. S., Schlosser, A. E., Poor, M., & Xu, L. (2017). So close I can almost sense it: The interplay between sensory imagery and psychological distance. Journal of Consumer Research, 44(1), 877–894.

    Article  Google Scholar 

  • Geier, A., Wansink, B., & Rozin, P. (2012). Red potato chips: Segmentation cues can substantially decrease food intake. Health Psychology, 31(3), 521–525.

    Article  Google Scholar 

  • Glenday, J. (2017). Guinness tantalises Tesco shoppers with VR tasting experience. Retrieved from http://www.thedrum.com/news/2017/05/18/guinness-tantalises-tesco-shoppers-with-vr-tasting-experience

  • Goel, L., & Prokopec, S. (2009). If you build it will they come?—An empirical investigation of consumer perceptions and strategy in virtual worlds. Electronic Commerce Research, 9(1–2), 115–134.

    Article  Google Scholar 

  • Grunert, K. G., Wills, J. M., & Fernández-Celemín, L. (2010). Nutrition knowledge, and use and understanding of nutrition information on food labels among consumers in the UK. Appetite, 55(2), 177–189.

    Article  Google Scholar 

  • Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582.

    Article  Google Scholar 

  • Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252–261.

    Article  Google Scholar 

  • Karnal, N., Machiels, C. J., Orth, U. R., & Mai, R. (2016). Healthy by design, but only when in focus: Communicating non-verbal health cues through symbolic meaning in packaging. Food Quality and Preference, 52, 106–119.

    Article  Google Scholar 

  • Kent, A., Dennis, C., Cano, M. B., Helberger, E., & Brakus, J. (2018). Branding, marketing, and design: Experiential in-store digital environments. In Fashion and Textiles: Breakthroughs in Research and Practice (pp. 275–298). Hershey, PA: IGI Global.

    Google Scholar 

  • Kim, J., & Forsythe, S. (2008a). Sensory enabling technology acceptance model (SE-TAM): A multiple-group structural model comparison. Psychology & Marketing, 25(9), 901–922.

    Article  Google Scholar 

  • Kim, J., & Forsythe, S. (2008b). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45–59.

    Article  Google Scholar 

  • Klein, L. R. (2003). Creating virtual product experiences: The role of telepresence. Journal of Interactive Marketing, 17(1), 41–55.

    Article  Google Scholar 

  • Knoeferle, K., Knoeferle, P., Velasco, C., & Spence, C. (2016). Multisensory brand search: How the meaning of sounds guides consumers’ visual attention. Journal of Experimental Psychology: Applied, 22, 196–210.

    Google Scholar 

  • Krishna, A., Cian, L., & Aydınoğlu, N. Z. (2017). Sensory aspects of package design. Journal of Retailing, 93(1), 43–54.

    Article  Google Scholar 

  • Krishna, A., Lwin, M. O., & Morrin, M. (2010). Product scent and memory. Journal of Consumer Research, 37(1), 57–67.

    Article  Google Scholar 

  • Lam, M. C., Nizam, S. S. M., Arshad, H., A’isyah Ahmad Shukri, S., Hashim, N. C., Putra, H. M., & Abidin, R. Z. (2017, October). A usability evaluation of an interactive application for halal products using optical character recognition and augmented reality technologies. In AIP Conference Proceedings (Vol. 1891, No. 1, p. 020084). AIP Publishing.

    Google Scholar 

  • Lee, K. C., & Chung, N. (2008). Empirical analysis of consumer reaction to the virtual reality shopping mall. Computers in Human Behavior, 24(1), 88–104.

    Article  Google Scholar 

  • Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43–57.

    Article  Google Scholar 

  • McCarthy, E. J. (1960). Basic marketing: A managerial approach. Homewood, IL: Richard D. Irwin.

    Google Scholar 

  • Milosavljevic, M., Navalpakkam, V., Koch, C., & Rangel, A. (2012). Relative visual saliency differences induce sizable bias in consumer choice. Journal of Consumer Psychology, 22, 67–74.

    Article  Google Scholar 

  • Morewedge, C. K., Huh, Y. E., & Vosgerau, J. (2010). Thought for food: Imagined consumption reduces actual consumption. Science, 330(6010), 1530–1533.

    Article  Google Scholar 

  • Mumani, A., & Stone, R. (2018). State of the art of user packaging interaction (UPI). Packaging Technology and Science, 31(6), 401-419.

    Article  Google Scholar 

  • Nah, F. F. H., Eschenbrenner, B., & DeWester, D. (2011). Enhancing brand equity through flow and telepresence: A comparison of 2D and 3D virtual worlds. MIS Quarterly, 35(3), 731–747.

    Article  Google Scholar 

  • Narumi, T., Ban, Y., Kajinami, T., Tanikawa, T., & Hirose, M. (2012, May). Augmented perception of satiety: Controlling food consumption by changing apparent size of food with augmented reality. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 109–118). ACM.

    Google Scholar 

  • Narumi, T., Nishizaka, S., Kajinami, T., Tanikawa, T., & Hirose, M. (2011, May). Augmented reality flavors: Gustatory display based on edible marker and cross-modal interaction. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 93–102). ACM.

    Google Scholar 

  • Nishizawa, M., Jiang, W., & Okajima, K. (2016, November). Projective-AR system for customizing the appearance and taste of food. In Proceedings of the 2016 workshop on Multimodal Virtual and Augmented Reality (p. 6). ACM.

    Google Scholar 

  • Obrist, M., Gatti, E., Maggioni, E., Vi, C. T., & Velasco, C. (2017). Multisensory experiences in HCI. IEEE MultiMedia, 24(2), 9–13.

    Article  Google Scholar 

  • Obrist, M., Velasco, C., Vi, C. T., Ranasinghe, N., Israr, A., Cheok, A. D., Spence, C., & Gopalakrishnakone, P. (2016, May). Touch, taste, & smell user interfaces: The future of multisensory HCI. In Proceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems (pp. 3285–3292). ACM.

    Google Scholar 

  • Okajima, K., & Spence, C. (2011). Effects of visual food texture on taste perception. i-Perception, 2(8), 966–966.

    Article  Google Scholar 

  • Pantano, E., & Naccarato, G. (2010). Entertainment in retailing: The influences of advanced technologies. Journal of Retailing and Consumer Services, 17(3), 200–204.

    Article  Google Scholar 

  • Parise, C. V., & Spence, C. (2012). Assessing the associations between brand packaging and brand attributes using an indirect performance measure. Food Quality and Preference, 24(1), 17–23.

    Article  Google Scholar 

  • Petit, O., Basso, F., Merunka, D., Spence, C., Cheok, A. D., & Oullier, O. (2016). Pleasure and the control of food intake: An embodied cognition approach to consumer self-regulation. Psychology & Marketing, 33(8), 608–619.

    Article  Google Scholar 

  • Petit, O., Cheok, A. D., & Oullier, O. (2016). Can food porn make us slim? How brains of consumers react to food in digital environments. Integrative food. Nutrition and Metabolism, 3(1), 251–255.

    Google Scholar 

  • Petit, O., Cheok, A. D., Spence, C., Velasco, C., & Karunanayaka, K. T. (2015, November). Sensory marketing in light of new technologies. Workshop in the 12th International Conference on Advances in Computer Entertainment Technology (p. 53). ACM.

    Google Scholar 

  • Petit, O., Merunka, D., Anton, J. L., Nazarian, B., Spence, C., Cheok, A. D., … Oullier, O. (2016). Health and pleasure in consumers’ dietary food choices: Individual differences in the brain’s value system. PLoS ONE, 11(7), e0156333.

    Article  Google Scholar 

  • Petit, O., & Spence, C. (2017). Using food insecurity in health prevention to promote consumer’s embodied self-regulation. Behavioral and Brain Sciences, 40, e126.

    Article  Google Scholar 

  • Petit, O., Spence, C., Velasco, C., Woods, A. T., & Cheok, A. D. (2017). Changing the influence of portion size on consumer behavior via imagined consumption. Journal of Business Research, 75, 240–248.

    Article  Google Scholar 

  • Petit, O., Velasco, C., & Spence, C. (in press). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing.

    Google Scholar 

  • Pilditch, J. G. C. (1961). The silent salesman. How to develop packaging that sells. London, UK: Business Publications.

    Google Scholar 

  • Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97–105.

    Google Scholar 

  • Piqueras-Fiszman, B., & Spence, C. (2012). The influence of the feel of product packaging on the perception of the oral-somatosensory texture of food. Food Quality and Preference, 26(1), 67–73.

    Article  Google Scholar 

  • Piqueras-Fiszman, B., Velasco, C., Salgado-Montejo, A., & Spence, C. (2013). Using combined eye tracking and word association in order to assess novel packaging solutions: A case study involving jam jars. Food Quality and Preference, 28(1), 328–338.

    Article  Google Scholar 

  • Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431–441.

    Article  Google Scholar 

  • Rollo, M. E., Bucher, T., Smith, S. P., & Collins, C. E. (2017). ServAR: An augmented reality tool to guide the serving of food. International Journal of Behavioral Nutrition and Physical Activity, 14, 65.

    Article  Google Scholar 

  • Rolls, B. J., Morris, E. L., & Roe, L. S. (2002). Portion size of food affects energy intake in normal-weight and overweight men and women. The American Journal of Clinical Nutrition, 76(6), 1207–1213.

    Article  Google Scholar 

  • Salgado-Montejo, A., Velasco, C., Ariza, L., Salgado, R., & Moreno, A. M. (2017). The four moments of experience: Streamlining the process of packaging development. ESOMAR WORLD CONGRESS 2017. ISBN: 92-831-0293-2.

    Google Scholar 

  • Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149–161.

    Article  Google Scholar 

  • Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607–628.

    Article  Google Scholar 

  • Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: A conjoint analysis approach. European Journal of Marketing, 41(11/12), 1495–1517.

    Article  Google Scholar 

  • Simmonds, G., & Spence, C. (2017). Thinking inside the box: How seeing products on, or through, the packaging influences consumer perceptions and purchase behaviour. Food Quality and Preference, 62, 340–351.

    Article  Google Scholar 

  • Spence, C. (2012). Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology, 22(1), 37–54.

    Article  Google Scholar 

  • Spence, C. (2015). Leading the consumer by the nose: On the commercialization of olfactory design for the food and beverage sector. Flavour, 4(1), 31.

    Article  Google Scholar 

  • Spence, C. (2016). Multisensory packaging design: Color, shape, texture, sound, and smell. In M. Chen & P. Burgess (Eds.), Integrating the packaging and product experience: A road-map to consumer satisfaction (pp. 1–22). Oxford, UK: Elsevier.

    Google Scholar 

  • Spence, C., Obrist, M., Velasco, C., & Ranasinghe, N. (2017). Digitizing the chemical senses: Possibilities & pitfalls. International Journal of Human-Computer Studies, 107, 62–74.

    Article  Google Scholar 

  • Spence, C., Okajima, K., Cheok, A. D., Petit, O., & Michel, C. (2016). Eating with our eyes: From visual hunger to digital satiation. Brain and Cognition, 110, 53–63.

    Article  Google Scholar 

  • Spence, C., Puccinelli, N., Grewal, D., & Roggeveen, A. L. (2014). Store atmospherics: A multisensory perspective. Psychology & Marketing, 31, 472–488.

    Article  Google Scholar 

  • Spence, C., & Wang, Q. J. (2015a). Wine and music (II): Can you taste the music? Modulating the experience of wine through music and sound. Flavour, 4(1), 33.

    Article  Google Scholar 

  • Spence, C., & Wang, Q. J. (2015b). Sensory expectations elicited by the sounds of opening the packaging and pouring a beverage. Flavour, 4(1), 35.

    Article  Google Scholar 

  • Spence, C., & Wang, Q. J. (2017). Assessing the impact of closure type on wine ratings and mood. Beverages, 3(4): 52.201

    Google Scholar 

  • Sundar, A., & Noseworthy, T. J. (2014). Place the logo high or low? Using conceptual metaphors of power in packaging design. Journal of Marketing, 78(5), 138–151.

    Article  Google Scholar 

  • Thaler, R. H., & Sunstein, C. (2008). Nudge. Improving decisions about health, wealth and happiness. London, UK: Penguin Books.

    Google Scholar 

  • Tormala, Z. L., & Petty, R. E. (2004). Source credibility and attitude certainty: A metacognitive analysis of resistance to persuasion. Journal of Consumer Psychology, 14(4), 427–442.

    Article  Google Scholar 

  • Underwood, R. L. (2003). The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11(1), 62–76.

    Article  Google Scholar 

  • Underwood, R. L., & Klein, N. M. (2002). Packaging as brand communication: Effects of product pictures on consumer responses to the package and brand. Journal of Marketing Theory and Practice, 10(4), 58–68.

    Article  Google Scholar 

  • Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403–422.

    Article  Google Scholar 

  • Välkkynen, P., Boyer, A., Urhemaa, T., & Nieminen, R. (2011). Mobile augmented reality for retail environments. In Mobile HCI 2011 Workshop on Mobile Interaction in Retail Environments. ACM.

    Google Scholar 

  • Van Rijswijk, W., & Frewer, L. J. (2008). Consumer perceptions of food quality and safety and their relation to traceability. British Food Journal, 110(10), 1034–1046.

    Article  Google Scholar 

  • Van Rompay, T. J. L., De Vries, P. W., Bontekoe, F., & Tanja-Dijkstra, K. (2012). Embodied product perception: Effects of verticality cues in advertising and packaging design on consumer impressions and price expectations. Psychology & Marketing, 29(12), 919–928.

    Article  Google Scholar 

  • Van Rompay, T. J. L., Finger, F., Saakes, D., & Fenko, A. (2017). “See me, feel me”: Effects of 3D-printed surface patterns on beverage evaluation. Food Quality & Preference, 62, 332–339.

    Article  Google Scholar 

  • Van Rompay, T. J. L., Kramer, L.-M., & Saakes, D. (2018). The sweetest punch: Effects of 3D-printed surface textures and graphic design on ice-cream evaluation. Food Quality and Preference, 68, 198–204.

    Article  Google Scholar 

  • Van Waterschoot, W., & Van den Bulte, C. (1992). The 4P classification of the marketing mix revisited. The Journal of Marketing, 56(4), 83–93.

    Article  Google Scholar 

  • Vazquez, E., Gevers, T., Lucassen, M., van de Weijer, J., & Baldrich, R. (2010). Saliency of color image derivatives: A comparison between computational models and human perception. Journal of the Optical Society of America. A, Optics, Image Science and Vision, 27(3), 613–621.

    Article  Google Scholar 

  • Velasco, C., Carvalho, F. R., Petit, O., & Nijholt, A. (2016). A multisensory approach for the design of food and drink enhancing sonic systems. In Proceedings of the 1st Workshop on Multi-sensorial Approaches to Human-Food Interaction (p. 7). ACM.

    Google Scholar 

  • Velasco, C., Jones, R., King, S., & Spence, C. (2013). The sound of temperature: What information do pouring sounds convey concerning the temperature of a beverage. Journal of Sensory Studies, 28(5), 335–345.

    Article  Google Scholar 

  • Velasco, C., Karunanayaka, K., & Nijholt, A. (Eds.). (2018). Multisensory human-food interaction. Lausanne: Frontiers Media.

    Google Scholar 

  • Velasco, C., Obrist, M., Petit, O., & Spence, C. (2018). Multisensory technology for flavor augmentation: A mini review. Frontiers in Psychology, 9, 26.

    Article  Google Scholar 

  • Velasco, C., Woods, A. T., Petit, O., Cheok, A. D., & Spence, C. (2016). Crossmodal correspondences between taste and shape, and their implications for product packaging: A review. Food Quality and Preference, 52, 17–26.

    Article  Google Scholar 

  • Victor, A. (2015, January 8). Is this the future of food? Virtual reality experiment lets you eat anything you want without worrying about calories or allergies. DailyMail Online. Retrieved May 7, 2015, from http://www.dailymail.co.uk/femail/food/article-2901755/Virtual-reality-gastronomic-Project-Nourished-Kokiri-Lab-uses-Oculus-Rift-headsets-create-unique-dining-experiences.html

  • Wansink, B., & Chandon, P. (2006). Meal size, not body size, explains errors in estimating the calorie content of meals. Annals of Internal Medicine, 145(5), 326–332.

    Article  Google Scholar 

  • Zampini, M., & Spence, C. (2004). The role of auditory cues in modulating the perceived crispness and staleness of potato chips. Journal of Sensory Studies, 19(5), 347–363.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Marketing, KEDGE Business School, Marseille, France

    Olivia Petit

  2. Department of Marketing, BI Norwegian Business School, Oslo, Norway

    Carlos Velasco

  3. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK

    Charles Spence

Authors
  1. Olivia Petit
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Carlos Velasco
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Charles Spence
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Department of Marketing BI Norwegian Business School, Oslo, Norway

    Carlos Velasco

  2. Crossmodal Research Laboratory Department of Experimental Psychology, University of Oxford, Oxford, UK

    Charles Spence

Rights and permissions

Reprints and permissions

Copyright information

© 2019 The Author(s)

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Petit, O., Velasco, C., Spence, C. (2019). Multisensory Consumer-Packaging Interaction (CPI): The Role of New Technologies. In: Velasco, C., Spence, C. (eds) Multisensory Packaging. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-94977-2_13

Download citation

Publish with us

Policies and ethics

Search

Navigation