TY - GEN

T1 - Assessing the impact of music on basic taste perception using time intensity analysis

AU - Wang, Qian Janice

AU - Mesz, Bruno

AU - Spence, Charles

N1 - Publisher Copyright: © 2017 Association for Computing Machinery.

PY - 2017

Y1 - 2017

N2 - Several recent studies have examined the impact of music on the evaluation of food and drink, but none have relied on time-based methods. Since music and food/drink are both time-varying in nature, it would seem only appropriate to take temporality into account when studying the impact of music on the eating/drinking experience. A common method of time-based sensory evaluation of food products is time-intensity (TI), where a specific sensory attribute is measured over time. In the present investigation, we used TI analysis to measure temporal changes in sweetness and sourness evaluations of an off-dry white wine when the music stimulus changed from a soundtrack commonly associated with sweetness to one associated with sourness instead, and vice versa. The results revealed that a change of soundtrack results in a change in taste intensity (for both sweetness and sourness) in the same direction as the change in the soundtrack. More specifically, a switch from the sweet to the sour soundtrack enhanced the intensity of sourness, whereas a switch from sour to sweet soundtrack enhanced the perceived intensity of sweetness. Potential implications for the mechanisms underlying the auditory modification of taste and opportunities for future studies are discussed.

AB - Several recent studies have examined the impact of music on the evaluation of food and drink, but none have relied on time-based methods. Since music and food/drink are both time-varying in nature, it would seem only appropriate to take temporality into account when studying the impact of music on the eating/drinking experience. A common method of time-based sensory evaluation of food products is time-intensity (TI), where a specific sensory attribute is measured over time. In the present investigation, we used TI analysis to measure temporal changes in sweetness and sourness evaluations of an off-dry white wine when the music stimulus changed from a soundtrack commonly associated with sweetness to one associated with sourness instead, and vice versa. The results revealed that a change of soundtrack results in a change in taste intensity (for both sweetness and sourness) in the same direction as the change in the soundtrack. More specifically, a switch from the sweet to the sour soundtrack enhanced the intensity of sourness, whereas a switch from sour to sweet soundtrack enhanced the perceived intensity of sweetness. Potential implications for the mechanisms underlying the auditory modification of taste and opportunities for future studies are discussed.

KW - Attention

KW - Crossmodal correspondences

KW - Drink

KW - Multisensory taste/flavor perception

KW - Sound

U2 - 10.1145/3141788.3141792

DO - 10.1145/3141788.3141792

M3 - Article in proceedings

AN - SCOPUS:85041214639

SP - 18

EP - 22

BT - MHFI 2017 - Proceedings of the 2nd ACM SIGCHI International Workshop on Multisensory Approaches to Human-Food Interaction, Co-located with ICMI 2017

A2 - Obrist, Marianna

A2 - Nijholt, Anton

A2 - Velasco, Carlos

A2 - Schifferstein, Rick

A2 - Spence, Charles

A2 - Nijholt, Anton

A2 - Okajima, Katsunori

PB - Association for Computing Machinery, Inc.

T2 - 2nd ACM SIGCHI International Workshop on Multisensory Approaches to Human-Food Interaction, MHFI 2017

Y2 - 13 November 2017

ER -