A study conducted at the Center for Psychological Research and Social Intervention (CIS-Iscte) uncovers fascinating insights into how auditory stimuli can enhance our sensory experiences, particularly relating to taste. The study aimed to explore the interplay between music and taste perception, shedding light on how sound can influence our enjoyment of food and beverages.
The research team, composed of CIS-Iscte researchers David Guedes, Marília Prada, and Margarida Garrido, aimed to investigate the effects of background music on taste evaluation, particularly when visual cues are concealed. “With the growing interest in multisensory experiences in dining and food consumption, our study tested whether music could serve as a enhancer of flavor perception, especially when the visual aspects of the food or drink are obscured.”, explains David Guedes.
In this experiment, participants tasted a set of drinks with varying colors and flavors. For half of the participants, the drinks were visible, while for the other half, they were concealed in a closed cup. The research team used musical soundtracks previously tested to be associated either with sweetness or bitterness/sourness, to assess their impact on the participants' taste ratings.
The results of the experiment revealed that sweet-sounding music significantly enhanced the perception of sweetness in the drinks, while non-sweet soundtracks amplified sourness. “We anticipated that perhaps participants would rely more on sound cues when they could not see what they were tasting. However, this was not the case.”, says Marília Prada. “Participants classified unmasked drinks as more enjoyable, suggesting that visual cues still play a crucial role in the overall tasting experience.”, she adds.
According to Margarida Garrido, “these findings indicate that auditory cues can effectively modulate taste perception, reinforcing the idea that our sensory experiences are interconnected”, which could have a potential application for food and beverage marketing strategies.
While recognizing that more research is needed, namely with different foods and beverages, the research team highlights the contributions of this study to our understanding of sensory interactions in food consumption. The implications of this research extend beyond the laboratory, namely for marketing strategies and improved consumer experiences within the food and beverage industry. David Guedes says that “music can be used as a taste enhancer even when products are visually concealed”, such as with coffee-to-go. The researcher suggests that restaurants and cafes may consider curating specific playlists to complement their menus, by “creating an atmosphere that enhances flavor enjoyment”.
Comments