The effect of music on gelato perception in different eating contexts

Beyond Reality: Exploring the effect of different virtual reality environments on visual assessment of cakes

Visual assessment triggers physiological, emotional, and cognitive responses in consumer behavior. This confluence of signals can be influenced by context, which plays a crucial role in eating behavior. The strategies used to evoke scenarios that enhance ecological validity in sensory experiences have evolved in the last years to include immersive technologies and virtual reality (VR) to simulate the complexity of the real world and predict consumer preferences. This study explored VR's effect on visual liking and hedonic responses of five virtual cakes in two virtual contexts designed with advanced 3D modeling and photogrammetry techniques to ensure high realism and immersion. Although the virtual contexts themselves did not impact liking ratings, the variables "context-cake," "age," and "subjective hunger" had a significant effect on the visual liking of cakes. A Check-All-That-Apply (CATA) questionnaire showed significant differences in responses for various terms related to the intrinsic and extrinsic characteristics of the five cakes. Finally, the internal preference map separated two consumer patterns of visual liking: traditional versus innovative.

Multi-attribute temporal descriptive methods in sensory analysis applied in food science: A systematic scoping review

Among descriptive sensory evaluation methods, temporal methods have a wide audience in food science because they make it possible to follow perception as close as possible to the moment when sensations are perceived. The aim of this work was to describe 30 years of research involving temporal methods by mapping the scientific literature using a systematic scoping review. Thus, 363 research articles found from a search in Scopus and Web of Science from 1991 to 2022 were included. The extracted data included information on the implementation of studies referring to the use of temporal methods (details related to subjects, products, descriptors, research design, data analysis, etc.), reasons why they were used and the conclusions they allowed to be drawn. Metadata analysis and critical appraisal were also carried out. A quantitative and qualitative synthesis of the results allowed the identification of trends in the way in which the methods were developed, refined, and disseminated. Overall, a large heterogeneity was noted in the way in which the temporal measurements were carried out and the results presented. Some critical research gaps in establishing the validity and reliability of temporal methods have also been identified. They were mostly related to the details of implementation of the methods (e.g., almost no justification for the number of consumers included in the studies, absence of report on panel repeatability) and data analysis (e.g., prevalence of use of exploratory data analysis, only 20% of studies using confirmatory analyses considering the dynamic nature of the data). These results suggest the need for general guidelines on how to implement the method, analyze and interpret data, and report the results. Thus, a template and checklist for reporting data and results were proposed to help increase the quality of future research.

Does Background Music Affect Silent Dining Emotions? An Empirical Study of Restaurants during COVID-19

The music environment of a restaurant is an important factor that affects consumer behaviors during the dining experience, especially silent dining behaviors among people who are not encouraged to talk in the context of COVID-19. This study empirically analyzed the influence of consumers’ background music preferences on their emotions and behavioral responses during their dining experience at a high-end Chinese restaurant. A total of 393 valid samples were obtained through purposive sampling and snowball sampling. The research tools used in this study included a personal background information questionnaire, four Oriental and Western music conditions, a background music preference scale, a scale for evaluating emotions during the dining experience, and a behavioral response scale. The results showed that the subjects preferred the Chinese classical music—the Butterfly Lovers Concerto. Background music affected the participants’ emotions during their dining experience, and different background music conditions resulted in significant differences in emotions and behaviors. The consumers’ emotions, during their dining experience significantly predicted their behaviors under all four music conditions. The greatest contribution and value of this study stem from the finding that the background music at a restaurant can arouse specific positive emotions in consumers during their dining experience and thus affect their eating behavior.

Musical and Non-Musical Sounds Influence the Flavour Perception of Chocolate Ice Cream and Emotional Responses

Auditory cues, such as real-world sounds or music, influence how we perceive food. The main aim of the present study was to investigate the influence of negatively and positively valenced mixtures of musical and non-musical sounds on the affective states of participants and their perception of chocolate ice cream. Consuming ice cream while listening to liked music (LM) and while listening to the combination of liked music and pleasant sound (LMPS) conditions gave rise to more positive emotions than listening to just pleasant sound (PS). Consuming ice cream during the LM condition resulted in the longest duration of perceived sweetness. On the other hand, PS and LMPS conditions resulted in cocoa dominating for longer. Bitterness and roasted were dominant under the disliked music and unpleasant sound (DMUS) and DM conditions respectively. Positive emotions correlated well with the temporal sensory perception of sweetness and cocoa when consuming chocolate ice cream under the positively valenced auditory conditions. In contrast, negative emotions were associated with bitter and roasted tastes/flavours under the negatively valenced auditory conditions. The combination of pleasant music and non-musical sound conditions evoked more positive emotions than when either was presented in isolation. Taken together, the results of this study support the view that sensory attributes correlated well with emotions evoked when consuming ice cream under different auditory conditions varying in terms of their valence.

The sound of silence: Presence and absence of sound affects meal duration and hedonic eating experience

The interplay between external auditory cues in the eating environment and cognitive processes, such as distraction, may influence food intake, but how and the degree to which they do is unclear. We report an experiment designed to investigate the effects of different sonic atmospheres on meal duration, food intake and evaluations, and responses to the sonic eating environment. In a quasi-naturalistic cafeteria setting, participants (N = 248) were eating a lunch meal whilst being in one of four conditions: slow music, fast music, cafeteria noise, and silence. The results revealed that participants eating their lunch while exposed to some kind of background sound spent more time on their meal than those eating in silence. In terms of music tempo, slow music prolonged meal duration compared to fast music, but did not lead to increased intake. The appropriateness and liking of the sonic atmosphere were positively correlated with the overall pleasantness of the eating experience and liking of the food. The findings provide support for existing evidence documenting the importance of ambient sound in relation to food experiences and provide further insights into how individuals perceive and respond to sonic meal environments. Results are discussed in terms of recommendations for future design of eating environments in different contexts.

It's crunch time: Exploring the sensibility of food textural acoustics for individuals with dysphagia

BACKGROUND

Various fields of study have alluded to food textural, and its associated acoustic, properties (i.e. food textural acoustics). However, because of the challenging nature of the inclusion of acoustic properties in diet textural modifications in dysphagia (swallowing disorders), this construct has not been sufficiently considered in the field.

OBJECTIVE

To investigate the sensibility of food textural acoustics as a construct to understand eating for individuals with dysphagia.

METHOD

The study design was based on qualitative evidence synthesis methodologies. This involved revised scoping review methods (peer-reviewed published articles from 1980 to 2020 over seven databases), with an adapted consultation phase through online focus group discussions with six world experts. The data was analysed using frequency and thematic analysis, and ideology critique.

RESULTS

A total of 11 articles were included in the revised scoping review analysis (seven research studies and four review articles). The analysis of these articles revealed a lack of diversity in geography, discipline and perspective exploring the construct of food textural acoustics. A total of three themes with three associated core arguments emerged from the revised scoping review and the consultation phase. These arguments highlighted (1) the need to study food textural acoustics because of its salience and pleasure responses, (2) possible methodological dilemmas in studying food textural acoustics due to the complexity of eating, and (3) considerations with regard to the approach and positioning adopted when studying the construct.

CONCLUSION

Food textural acoustics may be a sensible construct to understand eating for individuals with dysphagia. As eating is a complex process, there is a need to challenge the methods we use when studying this construct of food textural acoustics. We hope that this article inspires researchers and practitioners to think differently by using textural, and its associated acoustic, properties as a way to reimagine dysphagia practice, especially for those from low- to middle-income contexts such as South Africa and Brazil.

Aging and the (Chemical) Senses: Implications for Food Behaviour Amongst Elderly Consumers

The growing aging population are increasingly suffering from the negative health consequences of the age-related decline in their senses, especially their chemical senses. Unfortunately, however, unlike for the higher senses of vision and hearing, there is currently nothing that can be done to bring back the chemical senses once they are lost (or have started their inevitable decline). The evidence suggests that such chemosensory changes can result in a range of maladaptive food behaviours, including the addition of more salt and sugar to food and drink in order to experience the same taste intensity while, at the same time, reducing their overall consumption because food has lost its savour. Here, though, it is also important to stress the importance of the more social aspects of eating and drinking, given the evidence suggesting that a growing number of older individuals are consuming more of their meals alone than ever before. Various solutions have been put forward in order to try to enhance the food experience amongst the elderly, including everything from optimising the product-intrinsic food inputs provided to the remaining functional senses through to a variety of digital interventions. Ultimately, however, the aim has to be to encourage healthier patterns of food consumption amongst this rapidly-growing section of the population by optimising the sensory, nutritional, social, and emotional aspects of eating and drinking. An experimental dinner with the residents of one such home where nostalgic-flavoured healthy ice-creams were served is described.

Virtual Reality and Immersive Environments on Sensory Perception of Chocolate Products: A Preliminary Study

Traditional booths where sensory evaluation usually takes place are highly controlled and therefore have limited ecological validity. Since virtual reality (VR) is substantially interactive and engaging, it has the potential to be applied in sensory science. In this preliminary study, three chocolate types (milk, white, and dark) were evaluated under three contextual settings, including sensory booths (control) and two VR environments (360-degree videos using VR headsets: (i) a pleasant sightseeing tour, and (ii) a live music concert). Untrained participants (n = 67) were asked to rate their liking and the intensity of different chocolate attributes based on the 9-point hedonic scale and just-about-right-scale (JAR). Emotions were evaluated using the check-all-that-apply (CATA) method. Results showed that there were no significant effects of context type on the tasting experience; however, there were significant effects of chocolate type. Milk and white chocolates were preferred over dark chocolate irrespective of the context type. Additionally, more positive emotions were elicited for the dark chocolate in the “virtual live concert” environment. Dark chocolate under the other two environments was associated with negative emotional terms, such as “bored” and “worried.” In terms of more reliable and ecologically valid sensory responses, further research is needed to match suitable VR environments to different chocolate types.

Background soundscapes influence the perception of ice-cream as indexed by electrophysiological measures

Listening to specific soundscapes can influence multisensory flavour perception. In the present study, changes in people's perception of the flavour of ice-cream were tracked over time as they listened to a café soundscape, and when this soundscape was overlaid with either bird, machine, or forest soundscapes. In addition, emotions and electrophysiological measures were recorded in order to help understand any changes in taste/flavour perception. The results of Temporal Dominance of Sensation (TDS) analysis revealed that cocoa was dominant early in the consumption episode while listening to the control café soundscape. Sweetness and creaminess were dominant at the start of the consumption episode while listening to the café-forest soundscape. Creaminess was dominant at the start of the consumption episode while listening to the café-bird soundscape. Bitterness was perceived at the end of the consumption period while listening to the café control and café-machine soundscapes. These findings demonstrate the crossmodal influence of audition on perception in the chemical senses. As expected, negative emotions were significantly higher when listening to the machine soundscape, while positive emotions were significantly higher when listening to café-forest and café-bird soundscapes. Evaluating ice-cream while listening to the café-machine soundscape evoked negative emotions associated with bitterness and creaminess, that were also associated with increased heart rate (HR) and respiration rate (RESP). When listening to the café-forest soundscape, ice-cream was associated with sweetness, and positive emotions (e.g., love, satisfaction, happiness, amusement and enjoyment). This might have led to increased blood volume pulse (BVP) amplitude, which is itself indicative of a relaxed state. Enhancing eating experiences by means of atmospheric soundscapes that are designed specifically to accentuate specific aspects of multisensory taste/flavour perception is currently an area of interest in the food sciences literature and will likely lead to future commercial applications.

Environmental Sounds Influence the Multisensory Perception of Chocolate Gelati

Recently, it has been shown that various auditory stimuli modulate flavour perception. The present study attempts to understand the effects of environmental sounds (park, food court, fast food restaurant, cafe, and bar sounds) on the perception of chocolate gelato (specifically, sweet, bitter, milky, creamy, cocoa, roasted, and vanilla notes) using the Temporal Check-All-That-Apply (TCATA) method. Additionally, affective ratings of the auditory stimuli were obtained using the Self-Assessment Manikin (SAM) in terms of their valence, arousal, and dominance. In total, 58 panellists rated the sounds and chocolate gelato in a sensory laboratory. The results revealed that bitterness, roasted, and cocoa notes were more evident when the bar, fast food, and food court sounds were played. Meanwhile, sweetness was cited more in the early mastication period when listening to park and café sounds. The park sound was significantly higher in valence, while the bar sound was significantly higher in arousal. Dominance was significantly higher for the fast food restaurant, food court, and bar sound conditions. Intriguingly, the valence evoked by the pleasant park sound was positively correlated with the sweetness of the gelato. Meanwhile, the arousal associated with bar sounds was positively correlated with bitterness, roasted, and cocoa attributes. Taken together, these results clearly demonstrate that people's perception of the flavour of gelato varied with the different real-world sounds used in this study.

Variations in Food Acceptability with Respect to Pitch, Tempo, and Volume Levels of Background Music

This study aimed to determine whether pitch, tempo, and volume levels of music stimuli affect sensory perception and acceptance of foods. A traditional music piece was arranged into versions at two pitches, two tempos, and two volumes. For each session, chocolate and bell peppers were presented for consumption under three sound conditions: 1) upper or 2) lower level with respect to each of the three music elements, and 3) silence. Over three sessions, participants evaluated flavor intensity, pleasantness of flavor, texture impression, and overall impression of food samples, in addition to the pleasantness and stimulation evoked by the music stimuli. Results showed that lower-pitched and louder music stimuli increased hedonic impressions of foods compared to their respective counterparts and/or the silent condition. While the effects of music element levels on hedonic impressions differed with the type of food consumed, the participants liked the foods more when music stimuli were perceived as more pleasant and stimulating. Flavor was perceived as more intense when participants were more stimulated by the music samples. Although a specific element of music stimuli was manipulated, perceptions of other elements also varied, leading to large variations in the music-evoked pleasantness and stimulation. In conclusion, the findings provide empirical evidence that hedonic impressions of foods may be influenced by emotions evoked by music selections varying in music element levels, but it should be also noted that the influences were food-dependent and not pronounced.

Analysing the Impact of Music on the Perception of Red Wine via Temporal Dominance of Sensations

Several studies have examined how music may affect the evaluation of food and drink, but the vast majority have not observed how this interaction unfolds in time. This seems to be quite relevant, since both music and the consumer experience of food/drink are time-varying in nature. In the present study we sought to fix this gap, using Temporal Dominance of Sensations (TDS), a method developed to record the dominant sensory attribute at any given moment in time, to examine the impact of music on the wine taster's perception. More specifically, we assessed how the same red wine might be experienced differently when tasters were exposed to various sonic environments (two pieces of music plus a silent control condition). The results revealed diverse patterns of dominant flavours for each sound condition, with significant differences in flavour dominance in each music condition as compared to the silent control condition. Moreover, musical correspondence analysis revealed that differences in perceived dominance of acidity and bitterness in the wine were correlated in the temporality of the experience, with changes in basic auditory attributes. Potential implications for the role of attention in auditory flavour modification and opportunities for future studies are discussed.

Not Just Another Pint! The Role of Emotion Induced by Music on the Consumer's Tasting Experience

We introduce a novel methodology to assess the influence of the emotion induced by listening to music on the consumer's multisensory tasting experience. These crossmodal effects were analyzed when two contrasting music tracks (positive vs negative emotion) were presented to consumers while tasting beer. The results suggest that the emotional reactions triggered by the music influenced specific aspects of the multisensory tasting experience. Participants liked the beer more, and rated it as tasting sweeter, when listening to music associated with positive emotion. The same beer was rated as more bitter, with higher alcohol content, and as having more body, when the participants listened to music associated with negative emotion. Moreover, participants were willing to pay 7-8% more for the beer that was tasted while they listened to positive music. This novel methodology was subsequently replicated with two different styles of beer. These results are discussed along with practical implications concerning the way in which music can add significant value to how a consumer responds to a brand.

Extrinsic Auditory Contributions to Food Perception & Consumer Behaviour: an Interdisciplinary Review

Food product-extrinsic sounds (i.e., those auditory stimuli that are not linked directly to a food or beverage product, or its packaging) have been shown to exert a significant influence over various aspects of food perception and consumer behaviour, often operating outside of conscious awareness. In this review, we summarise the latest evidence concerning the various ways in which what we hear can influence what we taste. According to one line of empirical research, background noise interferes with tasting, due to attentional distraction. A separate body of marketing-relevant research demonstrates that music can be used to bias consumers’ food perception, judgments, and purchasing/consumption behaviour in various ways. Some of these effects appear to be driven by the arousal elicited by loud music as well as the entrainment of people’s behaviour to the musical beat. However, semantic priming effects linked to the type and style of music are also relevant. Another route by which music influences food perception comes from the observation that our liking/preference for the music that we happen to be listening to carries over to influence our hedonic judgments of what we are tasting. A final route by which hearing influences tasting relates to the emerging field of ‘sonic seasoning’. A developing body of research now demonstrates that people often rate tasting experiences differently when listening to soundtracks that have been designed to be (or are chosen because they are) congruent with specific flavour experiences (e.g., when compared to when listening to other soundtracks, or else when tasting in silence). Taken together, such results lead to the growing realization that the crossmodal influences of music and noise on food perception and consumer behaviour may have some important if, as yet, unrecognized implications for public health.