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Two experiments were conducted in a virtual reality (VR) environment in order to investigate participants’ in-store visual search for bottles of wines displaying a prominent triangular shape on their label. The experimental task involved virtually moving along a wine aisle in a virtual supermarket while searching for the wine bottle on the shelf that had a different triangle on its label from the other bottles. The results of Experiment 1 revealed that the participants identified the bottle with a downward-pointing triangle on its label more rapidly than when looking for an upward-pointing triangle on the label instead. This finding replicates the downward-pointing triangle superiority (DPTS) effect, though the magnitude of this effect was more pronounced in the first as compared to the second half of the experiment, suggesting a modulating role of practice. The results of Experiment 2 revealed that the DPTS effect was also modulated by the location of the target on the shelf. Interestingly, however, the results of a follow-up survey demonstrate that the orientation of the triangle did not influence the participants’ evaluation of the wine bottles. Taken together, these findings reveal how in-store the attention of consumers might be influenced by the design elements in product packaging. These results therefore suggest that shopping in a virtual supermarket might offer a practical means of assessing the shelf standout of product packaging, which has important implications for food marketing.

People tend to associate stimuli from different sensory modalities, a phenomenon known as crossmodal correspondences. We conducted two experiments to investigate how Chinese participants associated musical notes produced by four types of Chinese instruments (bowed strings, plucked strings, winds, and percussion instruments) with different colors, taste terms, and fabric textures. Specifically, the participants were asked to select a sound to match each color patch or taste term in Experiment 1 and to match the experience of touching each fabric in Experiment 2. The results demonstrated some associations between pitch and color, taste term, or the smoothness of fabrics. Moreover, certain types of Chinese instruments were preferentially chosen to match some of the colors, taste terms, and the texture of certain fabrics. These findings therefore provided insights about the perception of Chinese music and shed light on how to apply the multisensory features of sounds to enhance the composition, performance, and appreciation of music.

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