What am I drinking? Vision modulates taste of drinks, but flavour does not alter color perception
Flavour is one of the best-known examples of multi-modal perception. Recent advances in and democratization of virtual reality has further stimulated research on cross modulations, however, gustatory cues have been vastly disregarded. We investigated bidirectional modulation of color and flavour perception using mismatching visuogustatory stimuli in an embodied and immersive virtual reality setup. While embodying a virtual avatar from a first-person perspective, participants were given a beverage in a syringe which with a different flavour as the seen beverage (visuogustatory conflict) which was compared to either just seeing the beverage or just tasting it (unimodal conditions). To quantify a potential influence of vision on subjective taste perception we used visual analogue scales assessing the four dimensions of taste (sweetness, bitterness, sourness and saltiness). To quantify a potential influence of flavour on color perception, we used color selection task using a color wheel. Confirming previous findings in different settings, our results showed that vision predictively influences taste perception of the beverage. However, color perception was, at least overall, not modulated by the flavour of the beverage. These findings extend current research on the multimodal nature of flavour and might be of importance both for fundamental research as well as for applied virtual reality technologies.