Massimiliano Zampini

DescriptionMassimiliano Zampini of the University of Trento, Italy and Charles Spence of Oxford University, UK, for electronically modifying the sound of a potato chip to make the person chewing the chip believe it to be crisper and fresher than it really is.
Reference"The Role of Auditory Cues in Modulating the Perceived Crispness and Staleness ofPotato Chips" Massimiliano Zampini and Charles Spence,Journal of Sensory Studies, vol. 19, October 2004, pp. 347-63.