Ig Nobel Prize for Oxford!

NUTRITION PRIZE. Massimiliano 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 of Potato Chips,” Massimiliano Zampini and Charles Spence, Journal of Sensory Studies, vol. 19, October 2004,  pp. 347-63.

The full list of winners is here.

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