Research

My work focuses on understanding and capitalising on multisensory experiences and their underlying principles. More specifically, my research investigates how multisensory perception shapes human experiences, particularly within experimental psychology, marketing, and human-computer interaction. Through experimental, correlational, and field-based research, I examine key phenomena such as crossmodal correspondences and semantic congruency, exploring how inputs from different sensory modalities interact to influence expectations, perception, decision-making, and behaviour. Additionally, I explore the potential of emerging technologies, including virtual and augmented reality, to enhance and transform multisensory experiences.

Beyond multisensory experiences, my work extends into areas such as empirical aesthetics, post-conflict marketing, and ethical customer experience management. For example, I have investigated how aesthetic features (e.g., symmetry, curvature) influence consumer motivation and product valuation, as well as the role of marketing in reconciliation efforts and community rebuilding. Through an interdisciplinary and collaborative approach, my work aims to advance theoretical insights while also translating them into practical applications across areas such as touchpoint design (e.g., packaging), customer experience design and management, and sensory-enabling technologies.

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Selected publications

NOTE: If you can’t access any of the articles below, please contact me and I’ll be happy to send you a copy. My complete list of publications can be accessed on Google Scholar.

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2026

Pombo, M., Corradi, G., Elliot, A., & Velasco, C. (in press). When and how visual aesthetic features influence approach-avoidance motivated behavior. The Quarterly Journal of Experimental Psychology.

Khandani, S., Veflen, N., & Velasco, C. (2026). Auditory pathways to environmental friendliness: The interactive role of packaging and brand name sounds. Psychology & Marketing, 43, 234-261.

Alvarado, J. & Velasco, C. (2026). Color-taste associations for food in text-to-image models. Food Quality and Preference, 137, 105807.

Quin, Y., Velasco, C.,&Motoki, K. (2026). Consumer responses to gustatory augmentation in low-sodium foods. Journal of Business Research, 203, 115832.

Motoki, K., Ishikawa, S., & Velasco, C. (2026). Appealing or disgusting? How the visual aesthetics of cultured meat shapes consumer preference. Food Quality and Preference, 136, 105767.

2025

Petit, O. & Velasco, C. (2025). Red bull gives you wings at work: How context transforms metaphors into reality. Psychology and Marketing, 42, 2673-2684.

Tabassum, F., Chuquichambi, E. G., Spence, C., Munar, E., & Velasco, C. (2025). How stable are taste-shape crossmodal correspondences? The Quarterly Journal of Experimental Psychology, 78, 1949-1971.

Pimentel, O., Chuquichambi, E. G., Spence, C., & Velasco, C. (2025). The diatonic sound of scent imagery. Perception, 54, 689-714.

Motoki, K., Low, J., & Velasco, C. (2025). Generative artificial intelligence in sensory and consumer science. Food Quality and Preference, 133, 105600.

Obrist, M. & Velasco, C. (2025). Multisensory experiences: Formation, realization, and responsibilities. Communications of the ACM, 68, 50-59.

Chuquichambi, E., Veflen, N., Munar, E., & Velasco, C. (2025). The role of taste-shape correspondences and semantic congruence in product preference and taste expectations. Multisensory Research, 38(1-3), 27-59.

2024

Motoki, K., Spence, C., & Velasco, C. (2024). Colour/shapes-taste correspondences across three languages in ChatGPT. Cognition, 253, 105936.

Alvarado, J. A., Velasco, C., Salgado, A. (2024). The organization of semantic associations between senses in language. Language and Cognition, 16, 1588-1617.

Velasco, C., Reinoso-Carvalho, F., Barbosa Escobar, F., Gustafsson, A., & Petit, O. (2024). Paradoxes, challenges, and opportunities in the context of ethical customer experience management. Psychology and Marketing, 41, 2506-2524.

Spence, C., Di Stefano, N., Reinoso-Carvalho, F., & Velasco, C. (2024). Marketing sonified fragrance: Designing soundscapes for scent. i-Perception, 15, 20416695241259714.

Motoki, K., Marks, L. E., & Velasco, C. (2024). Reflections on crossmodal correspondences: Current understanding and standing issues. Multisensory Research, 37, 1-23.

Chuquichambi, E. G., Munar, E., Spence, C., & Velasco, C. (2024). Individual differences in sensitivity to taste-shape correspondences. Food Quality and Preference, 115, 105110.

Rodriguez, B., Reinoso-Carvalhoa, F., Motoki, K., & Velasco, C. (2024). Post-conflict marketing: The role of former conflict stakeholder on post-conflict product/service valuation across countries. Academia Revista Latinoamericana de Administracion, 37, 555-577.

2023

Obrist, M. & Velasco, C. (2023). Memory bites: Where the senses meet technology. Interactions, 30, 24-29.

Velasco, C., Barbosa Escobar, F., Spence, C., & Olier, S. (2023). The taste of colours. Food Quality and Preference, 112, 104996.

Motoki, K., Spence, C., & Velasco, C. (2023). When visual cues influence taste/flavour perception A systematic review and the critical appraisal of multisensory flavour perception. Food Quality and Preference, 111, 104996.

Barbosa Escobar, F., Velasco, C., Byrne, D. V., & Wang, Q.-J. (2023). Assessing mechanisms behind crossmodal associations between visual textures and temperature concepts. Journal of Experimental Psychology: Human Perception and Performance, 49, 923–947.

Yilmaz, T., Sagfossen, S., & Velasco, C. (2023). What makes NFTs valuable to consumers? Perceived value drivers associated with NFTs liking, buying, and holding. Journal of Business Research, 165, 114056.

Velasco, C., Corradi, G., & Motoki, K. (2023). Harmony of senses: Exploring the impact of sound aesthetic features’ on taste imagery. Food Quality and Preference, 111, 104992.

Tran, H., Veflen, N., Reinoso Carvalho, F., Tabassum, & Velasco, C.(2023). Seasonal multisensory eating experiences in Colombia and Norway. Food Quality and Preference, 109, 104873.

Velasco, C., Escobar Barbosa, F., & Petit, O. (2023). Ethics of experience design and management in the context of digital transformations. Morals & Machines, 2, 8-21.

Motoki, K., Nakahara, T., & Velasco, C. (2023). Tasting brands: Associations between brand personality and tastes. Journal of Business Research, 156, 113509.

Veflen, N., Velasco, C., & Kraggerud, H. (2023). Signalling taste through packaging: The effects of shape and colour on consumers’ perceptions of white cheeses. Food Quality and Preference, 104, 104742.

Barbosa Escobar, F., Velasco, C., Byrne, D. V., & Wang, Q.-J. (2023). Crossmodal associations between visual textures and temperature concepts. The Quarterly Journal of Experimental Psychology, 76, 731-761.

2022

Petit, O., Javornik, A., & Velasco, C. (2022). We eat first with our (digital) eyes: Enhancing mental simulation of eating experiences via visual-enabling technologies. Journal of Retailing, 98, 277-293.

Motoki, K., Saito, T., & Velasco, C. (2022). Spontaneous crossmodal correspondences grounded in contexts and languages. Food Quality and Preference, 100, 104619.

Park, J., Velasco, C., & Spence, C. (2022). ‘Looking sharp’: Amount display typeface influences awareness of spending in mobile payment. Psychology and Marketing, 39, 1170-1189.

Petit, O., Velasco, C., Wang, Q.-J., & Spence, C. (2022). Consumer consciousness in multisensory extended reality. Frontiers in Psychology, 13:851753.

Barbosa Escobar, F., Wang, Q. J., Corredor, A., & Velasco, C. (2022). The taste of visual textures. Food Quality and Preference, 100, 104602.

2021

Velasco, C., Michel, C., & Spence, C. (2021). Gastrophysics: Current approaches and future directions. International Journal of Food Design, 6, 137-152.

Velasco, C., Escobar Barbosa, F., Petit, O., & Wang, Q.-J. (2021). Impossible (food) experiences in extended reality. Frontiers in Computer Science, 3:716846.

Pombo, M., & Velasco, C. (2021). How aesthetic features convey the concept of brand premiumness. Psychology and Marketing, 38, 1475-1497.

Velasco, C., Sunaga, T., Narumi, T., Motoki, K., Spence, C., & Petit, O. (2021). Multisensory consumer-computer interaction. Journal of Business Research, 134, 716-719.

Cornelio, P., Velasco, C., & Obrist, M. (2021). Multisensory integration as per technological advances: A review. Frontiers in Neuroscience, 15:652611.

Barbosa-Escobar, F., Velasco, C., Motoki, K., Byrne, D. V., & Wang, Q.-J. (2021). The temperature of emotions. PLOS ONE, 16:e0252408.

Wang, Q.-J., Barbosa Escobar, F., Alves da Mota, P, & Velasco, C. (2021). Getting started with virtual reality for sensory and consumer Science: Current practices and future perspectives. Food Research International, 145, 110410.

Velasco, C. & Obrist, M. (2021). Multisensory experiences: A primer. Frontiers in Computer Science, 3:614524.

Barbosa Escobar, F. J., Petit, O., & Velasco, C. (2021). Virtual terroir and the premium coffee experience. Frontiers in Psychology, 12:586983

Almiron, P., Barbosa Escobar, F., Pathak, A., Spence, C., & Velasco, C. (2021). Searching for the sound of premium beer. Food Quality and Preference, 88, 104088.

2020

Velasco, C., Nijholt, A., Spence, S., Narumi, T., Motoki, K., Huisman, G., & Obrist, M. (2020). Multisensory approaches to human-food interaction. In Proceedings of the 2020 International Conference on Multimodal Interaction (ICMI ’20). Association for Computing Machinery, New York, NY, USA, 878–880.

Motoki, K. & Velasco, C. (2020). Taste-shape correspondences in context. Food Quality and Preference, 88, 104082.

Velasco, C., Pathak, A., Woods, A., Corredor, A., & Elliot, A. J. (2020). The relation between symmetry in food packaging and approach and avoidance words. The Quarterly Journal of Experimental Psychology, 73, 654-663.

2019

Obrist, M., Tu, Y., Yao, L., & Velasco, C. (2019). Space food experiences: Designing passenger’s eating experiences for future space travel scenarios. Frontiers in Computer Science, 1:3.

Spence, C., Reinoso-Carvalho, F., Velasco, C., & Wang, J. Q. (2019). Extrinsic auditory contributions to food perception and consumer behaviour: An interdisciplinary review. Multisensory Research, 32, 275-318.

Petit, O., Velasco, C., & Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42-61.

Pathak, A., Velasco, C., Petit, O., & Calvert, G. (2019). Going to great lengths in pursuit of luxury: How longer brand names can enhance the luxury perception of a brand. Psychology & Marketing, 36, 951-963.

Velasco, C., Adams, C., Petit, O., & Spence, C. (2019). On the localization of tastes and products in 2D space. Food Quality and Preference, 71, 438-446.

2018

Velasco, C., Tu, Y., & Obrist, M. (2018). Towards multisensory storytelling with taste and flavor. In Proceedings of the 3rd International Workshop on Multisensory Approaches to Human-Food Interaction (MHFI’18). ACM, New York, NY, USA, Article 2, 7 pages.

Velasco, C., Karunanayaka, K., & Nijholt, A. (2018). Editorial: Multisensory human-food interaction. Frontiers in Psychology, 9:796.

Velasco, C., Le, T., Beh, E. J., & Marmolejo-Ramos, F. (2018). The shapes associated with the concept of “sweet and sour” foods. Food Quality and Preference, 68, 250-257.

Spence, C. & Velasco, C. (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, 68, 226-237.

Turoman, N., Velasco, C., Chen, Y.-C., Huang, P.-C., & Spence, C. (2018). Symmetry and its role in the crossmodal correspondence between shape and taste. Attention, Perception, & Psychophysics, 80, 738-751.

Velasco, C., Obrist, M., Petit, O., & Spence, C. (2018). Multisensory technology for flavor augmentation: A mini review. Frontiers in Psychology, 9:26.

Velasco, C., Hyndman, S., & Spence, C. (2018). The role of typeface curvilinearity on taste expectations and perception. International Journal of Gastronomy and Food Science, 11, 63-74.

2017

Velasco, C., Nijholt, A., Obrist, M., Okajima, K., Spence, C., & Schifferstein, R. (2017). 2nd workshop on multisensory approaches to human-food interaction. In Proceedings of 19th ACM International Conference on Multimodal Interaction (ICMI’17). ACM, New York, NY, USA, 3 pages.

Spence, C., Obrist, M., Velasco, C., & Ranasinghe, N. (2017). Digitizing the chemical senses: Possibilities & pitfalls. International Journal of Human-Computer Studies, 107C, 62-74.

Obrist, M., Gatti, E., Maggioni, E., Vi, C. T., & Velasco, C. (2017). Multisensory experiences in HCI. IEEE MultiMedia, 24, 9-13.

2016

Velasco, C., Michel, C., Youssef, J., Gomez, X., Cheok, A. D., & Spence, C. (2016). Colour-taste correspondences: Design food experiences to meet expectations or surprise. International Journal of Food Design, 1, 83-102.

Velasco, C., Salgado-Montejo, A., Elliot, A. J., Woods, A. T., Alvarado, J., & Spence, C. (2016). The shapes associated with approach/avoidance words. Motivation and Emotion, 40, 689-702.

Jacquot, M., Noel, F., Velasco, C., & Spence, C. (2016). On the colours of odours. Chemosensory Perception, 9, 79-93.

Knöferle, K., Knöferle, P., Velasco, C., & Spence, C. (2016). Multisensory brand search: How the meaning of sounds guides consumer visual attention. Journal of Experimental Psychology: Applied, 22, 196-210.

Velasco, C., Woods, A. T., Petit, O., Cheok, A. D., & Spence, C. (2016). Crossmodal correspondences between taste and shape, and their implications for product packaging: A review. Food Quality and Preference, 52, 17-26.

Velasco, C., Woods, A. T., Marks, L. E., Cheok, A. D., & Spence, C. (2016). The semantic basis of taste-shape associations. PeerJ, 4:e1644.

2015

Michel, C., Velasco, C., Fraemohs, P., & Spence, C. (2015). Studying the impact of plating on ratings of the food served in a naturalistic dining context. Appetite, 90, 45-50.

Spence, C., Wan, X., Woods, A., Velasco, C., Deng, J., Youssef, J., & Deroy, O. (2015). On tasty colours and colourful tastes? Assessing, explaining, and utilizing crossmodal correspondences between colours and basic tastes. Flavour, 4:23.

Velasco, C., Wan, C., Knoeferle, K., Zhou, X., Salgado-Montejo, A., & Spence, C. (2015). Searching for flavor labels in food products: The influence of color-flavor congruence and association strength. Frontiers in Psychology, 6:301.

Velasco, C., Woods, A. T., Deroy, O., & Spence, C. (2015). Hedonic mediation of the crossmodal correspondence between taste and shape. Food Quality and Preference, 41, 151-158.

Velasco, C., Woods, A. T., Hyndman, S., & Spence, C. (2015). The taste of typeface. i-Perception, 6, 1-10.

Woods, A.T., Velasco, C., Levitan, C. A., Wan, X., & Spence, C. (2015). Conducting perception research over the internet: A tutorial review. PeerJ, 3:e1058.

2014

Michel, C., Velasco, C., Gatti, E., & Spence, C. (2014). A taste of Kandinsky: Enhancing expectations and experience through the use of art-inspired food presentation. Flavour, 3:7.

Michel, C., Velasco, C., Salgado-Montejo, A., & Spence, C. (2014). The Butcher’s tongue illusion. Perception, 43, 818-824.

Velasco, C., Balboa, D., Marmolejo-Ramos, F., & Spence, C. (2014). Crossmodal effect of music and odor pleasantness on olfactory quality perception. Frontiers in Psychology, 5:1352.

Velasco, C., Salgado-Montejo, A., Marmolejo-Ramos, F., & Spence, C. (2014). Predictive packaging design: Tasting shapes, typographies, names, and sounds. Food Quality and Preference, 34, 88-95.

Wan, X., Velasco, C., Mu, B., Woods, A., Michel, C., & Spence, C. (2014). Does the shape of the glass influence the crossmodal association between colour and flavour? A cross-cultural study. Flavour, 3:3.

Wan, X., Woods, A. T., van den Bosch, J., McKenzie, K. J., & Velasco, C., & Spence, C. (2014). Cross-cultural differences in crossmodal correspondences between basic tastes and visual features. Frontiers in Psychology, 5:1365.

2013

Maric, Y., Velasco, C., Spence, C., & Jacquot, M. (2013). On the colours of odours: Are the French really so different from the British?. Multisensory Research, 26, 173-174.

Ngo, M. K., Velasco, C., Salgado, A., & Spence, C. (2013). Assessing crossmodal correspondences in exotic fruit juices: The case of shape and sound symbolism. Food Quality & Preference, 28, 361-369.

Piqueras-Fiszman, B., Velasco, C., Salgado-Montejo, A., & Spence, C. (2013). Using combined eye tracking and word association in order to assess novel packaging solutions: A case study involving jam jars. Food Quality & Preference, 28, 328-338.

Velasco, C., Jones, R., King, S., & Spence, C. (2013). The sound of temperature: What information do pouring sounds convey concerning the temperature of a beverage. The Journal of Sensory Studies, 28, 335-345.

2012

Piqueras-Fiszman, B., Velasco, C., & Spence, C. (2012). Exploring implicit and explicit crossmodal colour-flavour correspondences in product packaging. Food Quality & Preference, 25, 148-155.

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Selected conference presentations

2024

[Keynote] Velasco, C. (2024). Digital transformations in consumer experiences research and practice: Challenges and opportunities with AI. Japan Association for Consumer Studies 2024. Yokohama, Japan.

[Keynote] Velasco, C. (2024). Applied empirical aesthetics: How visual features influence motivated behaviour. International Association of Empirical Aesthetics. Palma, Spain.

Velasco, C., Tabassum, F., Chuquichambi, E., Spence, C., & Munar, E. (2024). How stable are taste-shape crossmodal correspondences over time?. International Association of Empirical Aesthetics. Palma, Spain.

Corradi, G., Pombo, M., & Velasco, C. (2024). The influence of aesthetic features on approach-avoidance motivated behavior. International Association of Empirical Aesthetics. Palma, Spain.

[Keynote] Velasco, C. (2024). Crossmodal correspondences across cultures. Sixth Annual Meeting of Society for Cognitive Science of Culture. Valencia, Spain.

Alvarado, J. A., Velasco, C., Salgado, A. (2024). The organization of semantic associations between senses in language. Sixth Annual Meeting of Society for Cognitive Science of Culture. Valencia, Spain.

2023

Tran, H., Do, T., Veflen, N., & Velasco, C. (2023). Exploring the authenticity of multisensory eating experiences in Norway. Pangborn 2023, Nantes, France.

Tran, H., Veflen, N., Jørgensen, E. J. V., & Velasco, C. (2023). Multisensory eating experiences in Northern Norway. Pangborn 2023, Nantes, France.

Sagfossen, S., Yilmaz, T., & Velasco, C. (2023). What makes NFTs valuable to consumers? Perceived value drivers associated with nfts liking, buying, and holding. EMAC.

2022

[Keynote] Velasco, C. (2022). Mulisensory experiences: Where the senses meet technology at Eurosense 2022, Turku, Finland.

Tran, H., Reinoso Carvalho, F., Tabassun, F., Veflen, N., & Velasco, C. (2022). Multisensory eating experience in Colombia and Norway. Eurosense 2022, Turku, Finland.

[Keynote] Velasco, C. (2022). Multisensory experiences: Where the senses meet technology. SENSORYX ’22 at ACM IMX ’22, Aveiro, Portugal.

2021

Velasco, C., Barbosa Escobar, F., & Wang, Q. J.(2021). Impossible food experiences in virtual reality. CHI 2021: The future of human-food interaction, Online.

Barbosa Escobar, F., Velasco, C., Byrne, D., & Wang, J. Q. (2021). Embodied temperature influences chocolate flavor and texture perception: A pilot study. CHI 2021: Smell, taste, and temperature interfaces, Online.

2020

Barbosa Escobar, F., Wang, Q. J., Byrne, D. V., Corredor, A., & Velasco, C. (2020). Tasting visual textures. Eurosense 2020, Online.

Pombo, M. & Velasco, C. (2020). On how aesthetic features convey the concept of brand premiumness. 2020 AMA Winter Academic Conference, San Diego, USA.

2019

Romeo, E. & Velasco, C. (2019). Assessing the influence of packaging label symmetry, curvature, and colour on the perception of brand premiumness. 13th Pangborn Sensory Science Symposium, Edinburgh, Scotland.

Velasco, C. & Veflen, N. (2019). Evaluating the role of context in consumers’ aesthetic evaluations, and approach/avoidance associations, of plating symmetry. 13th Pangborn Sensory Science Symposium, Edinburgh, Scotland.

2018

Obrist, M., Tu, Y., Yao, L., & Velasco, C. (2018). Designing eating experiences for space travel. 69^th International Astronautical Congress. Bremen, Germany.

Velasco, C., Adams, C., Petit, O., & Spence, C. (2018). Localizing taste and products with characteristic tastes in 2D space. SenseAsia, Kuala Lumpur, Malaysia.

Velasco, C., Salgado, R., & Le Faucheur, S. (2018). An exploratory study on the multisensory semantic space of beer premiumness. SenseAsia, Kuala Lumpur, Malaysia.

Leong, J., Corneau, S., & Velasco, C. (2018). Evaluating the implicit and explicit associations between coffee samples and need states of Singapore consumers. SenseAsia, Kuala Lumpur, Malaysia.

2017

Velasco, C., Woods, A. T., & Spence, C. (2017). Real-time online sensory marketing research. 12th Pangborn Sensory Science Symposium, Providence, RI, USA.

Velasco, C., Pathank, A., & Spence, C. (2017). The sweet taste of beer brand names. 12th Pangborn Sensory Science Symposium, Providence, RI, USA.

2016

Velasco, C., Obrist, M., Petit, O., Karunanayaka, K., Cheok, A. D., & Spence, C. (2016). Cross-modal correspondences in the context of digital taste and flavor interaces. CHI Conference on Human Factors in Computing Systems, San Jose, CA, USA.

Obrist, M., Velasco, C., Vi, C. T., Ranasinghe, N., Israr, A., Cheok, A. D., Spence, C., & Gopalakrishnakone, P. (2016). Touch, taste, & smell user interfaces: The future of multisensory HCI. CHI Conference on Human Factors in Computing Systems, San Jose, CA, USA.

2015

Petit, O., Velasco, C., Cheok, A. D., & Spence, C. (2015). Consumer sensory neuroscience in the context of food marketing. Advancements in Computer Entertainment, Medini, Iskandar, Malaysia.

Petit, O., Cheok, A. D., Spence, C., Velasco, C., & Karunanayaka, K. (2015). Sensory marketing in light of new technologies. Advancements in Computer Entertainment, Medini, Iskandar, Malaysia.

Salgado-Montejo, A., Alvarado, J., Velasco, C., Salgado, C. J., Hasse, K., & Spence, C. (2015). The Influence of angularity, symmetry, and the number of elements on shape-valence and shape-taste matches. British Psychology Society Cognitive Psychology Section Annual Conference, University of Kent, Kent, UK.

2014

Knoeferle, K., Knoeferle, P., Velasco, C., & Spence, C. (2014). Multisensory brand search: How the meaning of sound guides consumers’ visual attention. Poster presented at the Association of Consumer Research North American Conference, October, Baltimore, MD, USA.

Velasco, C., Wan, X., Xi, Z., Salgado-Montejo, A., Gibson, E., Raslescu, A., & Spence, C. (2014). Colour/flavour congruence facilitates classification and search for food products. Talk given at the Rethinking the Senses Research Day, June, Senate House, London University, London, UK.

Spence, C., Velasco, C., Piqueras-Fiszman, B., Woods, A. T., & Wan, X. (2014). Cross-cultural differences in the meaning of colour, and their crossmodal consequences for multisensory flavour perception. SenseAsia, SingEx, Singapore.

2013

Velasco, C., Salgado-Montejo, A., Gómez, C., Maya, C., & Spence, C. (2013). Assessing the influence of shape on consumer’s visual exploration of product packaging. 10^th Pangborn Sensory Science Symposium, August, Rio de Janeiro, Brazil.

Maric, Y., Velasco, C., Spence, C., & Jacquot, M. (2013). On the colours of odours: Are the French really so different from the British? The 14th International Multisensory Research Forum, May, Jerusalem, Israel.

2012

Velasco, C., Jones, R., King, S., & Spence, C. (2012). “Hot or cold?” On the informative value of auditory cues in the perception of the temperature of a beverage. Audio Branding Congress, December, University of Oxford, Oxford, United Kingdom.