Using sound-taste correspondences to enhance the subjective value of tasting experiences.

ABSTRACT: The soundscapes of those places where we eat and drink can influence our perception of taste. Here, we investigated whether contextual sound would enhance the subjective value of a tasting experience. The customers in a chocolate shop were invited to take part in an experiment in which they had to evaluate a chocolate's taste while listening to an auditory stimulus. Four different conditions were presented in a between-participants design. Envisioning a more ecological approach, a pre-recorded piece of popular music and the shop's own soundscape were used as the sonic stimuli. The results revealed that not only did the customers report having a significantly better tasting experience when the sounds were presented as part of the food's identity, but they were also willing to pay significan

SUBMITTER: Reinoso Carvalho F 

PROVIDER: S-EPMC4554938 | biostudies-literature | 2015

REPOSITORIES: biostudies-literature