What Am I Drinking? Vision Modulates the Perceived Flavor of Drinks, but No Evidence of Flavor Altering Color Perception in a Mixed Reality Paradigm

Abstract

It is well established that vision, and in particular color, may modulate our experience of flavor. Such cross-modal correspondences have been argued to be bilateral, in the sense that one modality can modulate the other and vice versa. However, the amount of literature assessing how vision modulates flavor is remarkably larger than that directly assessing how flavor might modulate vision. This is more exaggerated in the context of cross-modal contrasts (when the expectancy in one modality contrasts the experience through another modality). Here, using an embodied mixed reality setup in which participants saw a liquid while ingesting a contrasting one, we assessed both how vision might modulate basic dimensions of flavor perception and how the flavor of the ingested liquid might alter the perceived color of the seen drink. We replicated findings showing the modulation of flavor perception by vision but found no evidence of flavor modulating color perception. These results are discussed in regard to recent accounts of multisensory integration in the context of visual modulations of flavor and bilateral cross-modulations. Our findings might be important as a step in understanding bilateral visual and flavor cross-modulations (or the lack of them) and might inform developments using embodied mixed reality technologies.