Faculty Profile

Carlos Velasco

Assistant Professor - Department of Marketing

Biography

Carlos Velasco is an Assistant Professor at the Marketing Department, BI Nowegian Business School, where he co-founded the Center for Multisensory Marketing. Carlos received his D.Phil. in Experimental Psychology from Oxford University. Currently, he is also a Research Fellow at the SCHI Lab at Sussex University (UK). 

Carlos' research focuses on multisensory perception, marketing, and Human-Computer Interaction. In particular, he focuses on understanding crossmodal correspondences in multisensory branding, experiences, and Human-Food Interaction design. Carlos is one of the co-founders of Neurosketch (Colombia). He has worked, and is currently working, with a number of companies in Europe, Asia, and Latin America, on topics such as multisensory experience design, food and drink, packaging, branding, and consumer research. For more information, visit his website.

Publications

Vi, Chi Thanh; Ablart, Damien, Gatti, Elia, Velasco, Carlos & Obrist, Marianna (2017)

Not just seeing, but also feeling art: Mid-air haptic experiences integrated in a multisensory art exhibition

International Journal of Human-Computer Studies, 108, s. 1- 14. Doi: 10.1016/j.ijhcs.2017.06.004

Spence, Charles; Obrist, Marianna, Velasco, Carlos & Ranasinghe, Nimesha (2017)

Digitizing the chemical senses: Possibilities & pitfalls

International Journal of Human-Computer Studies, 107, s. 62- 74. Doi: 10.1016/j.ijhcs.2017.06.003

Obrist, Marianna; Gatti, Elia, Maggioni, Emanuela, Vi, Chi Thanh & Velasco, Carlos (2017)

Multisensory Experiences in HCI

IEEE Multimedia, 24(2), s. 9- 13. Doi: 10.1109/MMUL.2017.33

Velasco, Carlos; Woods, Andy T., Wan, Xiaoang, Salgado-Montejo, Alejandro, Bernal-Torres, Cesar, Cheok, Adrian David & Spence, Charles (2017)

The taste of typefaces in different countries and languages

Psychology of Aesthetics, Creativity, and the Arts Doi: 10.1037/aca0000120

Van Doorn, George; Woods, Andy T., Levitan, Carmel, Wan, Xiaoang, Velasco, Carlos, Bernal-Torres, Cesar & Spence, Charles (2017)

Does the shape of a cup influence coffee taste expectations? A cross-cultural, online study

Food Quality and Preference, 56, s. 201- 211. Doi: 10.1016/j.foodqual.2016.10.013

Knöferle, Klemens; Knöferle, Pia, Velasco, Carlos & Spence, Charles (2016)

Multisensory brand search: How the meaning of sounds guides consumers' visual attention

Journal of experimental psychology. Applied, 22(2), s. 196- 210. Doi: 10.1037/xap0000084

Velasco, Carlos; Wan, Xiaoang, Knöferle, Klemens, Zhou, Xi, Salgado-Montejo, Alejandro & Spence, Charles (2015)

Searching for flavor labels in food products: The influence of color-flavor congruence and association strength

Frontiers in Psychology, 6(301) Doi: 10.3389/fpsyg.2015.00301

Spence, Charles; Velasco, Carlos & Knöferle, Klemens (2014)

A large sample study on the influence of the multisensory environment on the wine drinking experience

Flavour, 3(8) Doi: 10.1186/2044-7248-3-8

Velasco, Carlos; Beh, Eric J., Le, Tiffany & Marmolejo-Ramos, Fernando (2018)

The shapes associated with the concept of ‘sweet and sour’ foods

Food Quality and Preference

Spence, Charles & Velasco, Carlos (2018)

On the multiple effects of packaging colour on consumer behaviour and product experience in the ‘food and beverage’ and ‘home and personal care’ categories

Food Quality and Preference

Velasco, Carlos; Obrist, Marianna, Petit, Olivia & Spence, Charles (2018)

Multisensory technology for flavor augmentation: A mini review

Frontiers in Psychology, 9(26) Doi: 10.3389/fpsyg.2018.00026

Velasco, Carlos; Hyndman, Sarah & Spence, Charles (2018)

The role of typeface curvilinearity on taste expectations and perception

International Journal of Gastronomy and Food Science, 11, s. 63- 74. Doi: 10.1016/j.ijgfs.2017.11.007

Turoman, Nora; Velasco, Carlos, Chen, Yi-Chuan, Huang, Pi-Chun & Spence, Charles (2018)

Symmetry and its role in the crossmodal correspondence between shape and taste

Attention, Perception & Psychophysics, 80(3), s. 738- 751. Doi: 10.3758/s13414-017-1463-x

Reinoso Carvalho, Felipe; Touhafi, Abdellah, Steenhaut, Kris, van Ee, Raymond & Velasco, Carlos (2017)

Using sound to enhance taste experiences: An overview

Lecture Notes in Computer Science, 10525 LNCS, s. 316- 330. Doi: 10.1007/978-3-319-67738-5_19

Ablart, Damien; Velasco, Carlos, Vi, Chi Thanh, Gatti, Elia & Obrist, Marianna (2017)

The how and why behind a multisensory art display

interactions, 24(6), s. 38- 43. Doi: 10.1145/3137091

Vi, Chi Thanh; Ablart, Damien, Gatti, Elia, Velasco, Carlos & Obrist, Marianna (2017)

Not just seeing, but also feeling art: Mid-air haptic experiences integrated in a multisensory art exhibition

International Journal of Human-Computer Studies, 108, s. 1- 14. Doi: 10.1016/j.ijhcs.2017.06.004

Spence, Charles; Obrist, Marianna, Velasco, Carlos & Ranasinghe, Nimesha (2017)

Digitizing the chemical senses: Possibilities & pitfalls

International Journal of Human-Computer Studies, 107, s. 62- 74. Doi: 10.1016/j.ijhcs.2017.06.003

Abhishek, Pathak; Gemma, Calvert & Velasco, Carlos (2017)

Evaluating the impact of early- and late-acquired phonemes on the luxury appeal of brand names

Journal of Brand Management, 24(6), s. 522- 545. Doi: 10.1057/s41262-017-0048-2

Obrist, Marianna; Gatti, Elia, Maggioni, Emanuela, Vi, Chi Thanh & Velasco, Carlos (2017)

Multisensory Experiences in HCI

IEEE Multimedia, 24(2), s. 9- 13. Doi: 10.1109/MMUL.2017.33

Velasco, Carlos; Woods, Andy T., Wan, Xiaoang, Salgado-Montejo, Alejandro, Bernal-Torres, Cesar, Cheok, Adrian David & Spence, Charles (2017)

The taste of typefaces in different countries and languages

Psychology of Aesthetics, Creativity, and the Arts Doi: 10.1037/aca0000120

Petit, Olivia; Spence, Charles, Velasco, Carlos, Woods, Andy T. & Cheok, Adrian David (2017)

Changing the influence of portion size on consumer behavior via imagined consumption

Journal of Business Research, 75, s. 240- 248. Doi: 10.1016/j.jbusres.2016.07.021

Van Doorn, George; Woods, Andy T., Levitan, Carmel, Wan, Xiaoang, Velasco, Carlos, Bernal-Torres, Cesar & Spence, Charles (2017)

Does the shape of a cup influence coffee taste expectations? A cross-cultural, online study

Food Quality and Preference, 56, s. 201- 211. Doi: 10.1016/j.foodqual.2016.10.013

Vi, Chi Thanh; Ablart, Damien, Gatti, Elia, Velasco, Carlos & Obrist, Marianna (2017)

Not just seeing, but also feeling art: Mid-air haptic experiences integrated in a multisensory art exhibition

International Journal of Human-Computer Studies, 108, s. 1- 14. Doi: 10.1016/j.ijhcs.2017.06.004

Spence, Charles; Obrist, Marianna, Velasco, Carlos & Ranasinghe, Nimesha (2017)

Digitizing the chemical senses: Possibilities & pitfalls

International Journal of Human-Computer Studies, 107, s. 62- 74. Doi: 10.1016/j.ijhcs.2017.06.003

Obrist, Marianna; Gatti, Elia, Maggioni, Emanuela, Vi, Chi Thanh & Velasco, Carlos (2017)

Multisensory Experiences in HCI

IEEE Multimedia, 24(2), s. 9- 13. Doi: 10.1109/MMUL.2017.33

Velasco, Carlos; Woods, Andy T., Wan, Xiaoang, Salgado-Montejo, Alejandro, Bernal-Torres, Cesar, Cheok, Adrian David & Spence, Charles (2017)

The taste of typefaces in different countries and languages

Psychology of Aesthetics, Creativity, and the Arts Doi: 10.1037/aca0000120

Van Doorn, George; Woods, Andy T., Levitan, Carmel, Wan, Xiaoang, Velasco, Carlos, Bernal-Torres, Cesar & Spence, Charles (2017)

Does the shape of a cup influence coffee taste expectations? A cross-cultural, online study

Food Quality and Preference, 56, s. 201- 211. Doi: 10.1016/j.foodqual.2016.10.013

Knöferle, Klemens; Knöferle, Pia, Velasco, Carlos & Spence, Charles (2016)

Multisensory brand search: How the meaning of sounds guides consumers' visual attention

Journal of experimental psychology. Applied, 22(2), s. 196- 210. Doi: 10.1037/xap0000084

Velasco, Carlos; Wan, Xiaoang, Knöferle, Klemens, Zhou, Xi, Salgado-Montejo, Alejandro & Spence, Charles (2015)

Searching for flavor labels in food products: The influence of color-flavor congruence and association strength

Frontiers in Psychology, 6(301) Doi: 10.3389/fpsyg.2015.00301

Spence, Charles; Velasco, Carlos & Knöferle, Klemens (2014)

A large sample study on the influence of the multisensory environment on the wine drinking experience

Flavour, 3(8) Doi: 10.1186/2044-7248-3-8

Velasco, Carlos; Karunanayaka, Kasun & Nijholt, Anton (1)

Editorial: Multisensory Human-Food Interaction

Frontiers in Psychology [Kronikk]

Obrist, Marianna; Marti, Patrizia, Velasco, Carlos, Tu, Yunwen, Narumi, Takuji & Møller, Naja L. Holten (2018)

The future of computing and food

[Academic lecture]. 2018 International Conference on Advanced Visual Interfaces.

Velasco, Carlos; Adams, Carmen, Petit, Olivia & Spence, Charles (2018)

Localizing taste and products with characteristic tastes in 2D space

[Academic lecture]. SenseAsia 2018.

Velasco, Carlos; Nijholt, Anton, Obrist, Marianna, Okajima, Katsunori, Schifferstein, Rick & Spence, Charles (2017)

2nd international workshop on multisensorial approaches to human-food interaction

[Academic lecture]. ICMI.

Salgado-Montejo, Alejandro; Velasco, Carlos, Ariza, Luis Eduardo, Salgado, Rodrigo & Moreno, Ana Maria (2017)

The four moments of experience: Streamlining the process of packaging development

[Article in business/trade/industry journal]. ESOMAR Publication Series Volume S378 LA 2017

Velasco, Carlos (2017)

Designing multisensory eating and drinking experiences

[Popular scientific article]. insight+

Academic Degrees
Year Academic Department Degree
2015 Oxford University - Pembroke D.Phil. in Experimental Psychology
2015 Oxford University - Pembroke D.Phil. in Experimental Psychology
Work Experience
Year Employer Job Title
2016 - Present BI Norwegian Business School Assistant Professor
2015 - 2017 University of Oxford Research Affiliate
2015 - 2016 Imagineering Institute Research Fellow
2015 - 2015 University of Sussex Research Fellow