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Article summary:

1. Sonic seasoning refers to the pairing of sound/music with taste/flavour to enhance the multisensory tasting experience.

2. There is growing commercial interest in sonic seasoning research, with brands using it in experiential events and online marketing activations.

3. While sonic seasoning shares similarities with synaesthesia, it is based on consensually meaningful crossmodal correspondences that are shared by the majority of individuals, rather than idiosyncratic mappings between inducer and concurrent.

Article analysis:

The article provides a comprehensive overview of the concept of sonic seasoning and its commercial applications in multisensory experiential events and online marketing activations. However, there are some potential biases and limitations to consider.

Firstly, the article heavily focuses on the positive aspects of sonic seasoning and its potential benefits for brands and consumers. While it briefly mentions some weaknesses and limitations of different approaches to sonic seasoning, such as their efficiency and cost, it does not explore any potential risks or negative effects on consumers' health or well-being.

Secondly, the article presents a one-sided view of synaesthesia as a phenomenon that is fundamentally different from crossmodal correspondences and sonic seasoning. While this may be true in terms of their idiosyncratic nature, there is also evidence suggesting that synaesthesia can be induced through training or exposure to specific stimuli, which could have implications for the design of multisensory experiences.

Thirdly, the article does not provide sufficient evidence or references to support some of its claims, such as the widespread prevalence of crossmodal correspondences across cultures or the rarity of cases involving audition and chemical senses in synaesthesia.

Overall, while the article provides valuable insights into the growing commercial relevance of sonic seasoning research, it would benefit from a more balanced perspective that considers both its potential benefits and risks, as well as alternative views on related phenomena such as synaesthesia.