Emotional and electrophysiological measures correlate to flavour perception in the presence of music

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.

Effects of disliked music on psychophysiology

While previous research has shown the positive effects of music listening in response to one's favorite music, the negative effects of one's most disliked music have not gained much attention. In the current study, participants listened to three self-selected disliked musical pieces which evoked highly unpleasant feelings. As a contrast, three musical pieces were individually selected for each participant based on neutral liking ratings they provided to other participants' disliked music. During music listening, real-time ratings of subjective (dis)pleasure and simultaneous recordings of peripheral measures were obtained. Results showed that compared to neutral music, listening to disliked music evoked physiological reactions reflecting higher arousal (heart rate, skin conductance response, body temperature), disgust (levator labii muscle), anger (corrugator supercilii muscle), distress and grimacing (zygomaticus major muscle). The differences between conditions were most prominent during "very unpleasant" real-time ratings, showing peak responses for the disliked music. Hence, disliked music has a strenuous effect, as shown in strong physiological arousal responses and facial expression, reflecting the listener's attitude toward the music.

Sensitive to music? Examining the crossmodal effect of audition on sweet taste sensitivity

Previous research has shown that music can influence taste perception. While most studies to date have focused on taste intensity ratings, less is known about the influence of musical stimuli on other parameters of taste function. In this within-subjects experiment (N = 73), we tested the effects of three sound conditions (High Sweetness soundtrack - HS; Low Sweetness soundtrack - LS; and Silence - S) on sweet taste sensitivity, namely, detection and recognition. Each participant tasted nine samples of sucrose solutions (from 0 g/L to 20 g/L) under each of the three sound conditions in counterbalanced order. We assessed the lower concentrations at which participants were able to detect (detection threshold) and correctly identify (recognition threshold) a taste sensation. Additionally, the intensity and hedonic ratings of samples above the recognition threshold (7.20 g/L) were analyzed. Affective variations (valence and arousal) in response to the sound conditions were also assessed. Although music did not lead to significant differences in mean detection and recognition thresholds, a larger proportion of sweet taste recognitions was observed at a near-threshold level (2.59 g/L) in the HS condition. The intensity and hedonic ratings of supra-threshold conditions were unaffected by the music condition. Significant differences in self-reported mood in response to the sound conditions were also observed. The present study suggests that the influence of music on the sweet taste perception of basic solutions may depend on the parameter under consideration.

TDS Similarity: Outlier Analysis Using a Similarity Index to Compare Time-Series Responses of Temporal Dominance of Sensations Tasks

Temporal dominance of sensations (TDS) methods are used to record temporally developing sensations while eating food samples. Results of TDS tasks are typically discussed using averages across multiple trials and panels, and few methods have been developed to analyze differences between individual trials. We defined a similarity index between two time-series responses of TDS tasks. This index adopts a dynamic level to determine the importance of the timing of attribute selection. With a small dynamic level, the index focuses on the duration for attributes to be selected rather than on the timing of the attribute selection. With a large dynamic level, the index focuses on the temporal similarity between two TDS tasks. We performed an outlier analysis based on the developed similarity index using the results of TDS tasks performed in an earlier study. Certain samples were categorized as outliers irrespective of the dynamic level, whereas the categorization of a few samples depended on the level. The similarity index developed in this study achieved individual analyses of TDS tasks, including outlier detection, and adds new analysis techniques to TDS methods.

Self-construal priming modulates sonic seasoning

Introduction

“Sonic seasoning” is when music influences the real taste experiences of consumers. “Self-construal” is how individuals perceive, understand, and interpret themselves. Numerous studies have shown that independent and interdependent self-construal priming can affect a person's cognition and behavior; however, their moderating effect on the sonic seasoning effect remains unclear.

Methods

This experiment was a 2 (self-construal priming: independent self-construal or interdependent self-construal) × 2 (chocolate: milk chocolate or dark chocolate) × 2 (emotional music: positive emotional music or negative emotional music) mixed design, and explored the moderating role of self-construal priming and the effect of emotional music on taste by comparing participants' evaluations of chocolates while listening to positive or negative music after different levels of self-construal priming.

Results

After initiating independent self-construal, participants increased their ratings of milk chocolate sweetness when listening to music that elicited positive emotions, t(32) = 3.11, p = 0.004, Cohen's d = 0.54, 95% CI = [0.33, 1.61]. In contrast, interdependent self-construal priming led participants to perceive dark chocolate as sweeter when they heard positive music, t(29) = 3.63, p = 0.001, Cohen's d = 0.66, 95%CI = [0.44, 1.56].

Discussion

This study provides evidence for improving people's individual eating experience and enjoyment of food.

The taste & affect music database: Subjective rating norms for a new set of musical stimuli

Music is a ubiquitous stimulus known to influence human affect, cognition, and behavior. In the context of eating behavior, music has been associated with food choice, intake and, more recently, taste perception. In the latter case, the literature has reported consistent patterns of association between auditory and gustatory attributes, suggesting that individuals reliably recognize taste attributes in musical stimuli. This study presents subjective norms for a new set of 100 instrumental music stimuli, including basic taste correspondences (sweetness, bitterness, saltiness, sourness), emotions (joy, anger, sadness, fear, surprise), familiarity, valence, and arousal. This stimulus set was evaluated by 329 individuals (83.3% women; Mage = 28.12, SD = 12.14), online (n = 246) and in the lab (n = 83). Each participant evaluated a random subsample of 25 soundtracks and responded to self-report measures of mood and taste preferences, as well as the Goldsmiths Musical Sophistication Index (Gold-MSI). Each soundtrack was evaluated by 68 to 97 participants (Mdn = 83), and descriptive results (means, standard deviations, and confidence intervals) are available as supplemental material at osf.io/2cqa5 . Significant correlations between taste correspondences and emotional/affective dimensions were observed (e.g., between sweetness ratings and pleasant emotions). Sex, age, musical sophistication, and basic taste preferences presented few, small to medium associations with the evaluations of the stimuli. Overall, these results suggest that the new Taste & Affect Music Database is a relevant resource for research and intervention with musical stimuli in the context of crossmodal taste perception and other affective, cognitive, and behavioral domains.

Analysis of factors affecting visual comfort in hotel lobby

From the perspective of emotion, utilizing eye tracking technology, this paper proposes 12 different 3D hotel lobby models to investigate how would the light illuminance, wall color, decoration style and music genre affect the visual comfort specifically. The experiment results show that the illuminance of the lamp, the color of the wall, and the decoration style have a significant impact on visual comfort. The music genre would not affect consumer's visual comfort perception of lamp illuminance, wall color and decoration style. Normal illuminance brings the most comfort, followed by bright illuminance, and then dim illuminance; Warm color brings more comfort than cool color; and Chinese style lobby brings more comfort than European style.

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.

Design of experiments meets immersive environment: Optimising eating atmosphere using artificial neural network

Design of experiments (DOE) is a family of statistical tools commonly used in food science to optimise recipes and facilitate new food development. In a novel cross-disciplinary twist, we propose to adapt DOE approach to the optimisation of restaurant atmosphere. In this study, an artificial neural network (ANN) with particle swarm optimisation algorithm (PSO; hereafter ANN-PSO) was selected and compared with classical Response Surface Method (RSM) as ANN-PSO has been reported to yield better reliability and predictability compared to RSM. Recent research has increasingly demonstrated that perceived food quality, enjoyment, and willingness to pay are influenced by contextual factors such as lighting, decoration, and background noise/music. Moreover, virtual reality (VR) technology, which has become increasingly accessible, sophisticated, and widespread over the past years, presents a new way to study scenarios which may be otherwise too expensive/implausible to test in real life this includes delivering immersive environment. We hereby demonstrate a novel proof-of-concept study by varying the degree of illumination and of background sound level in an immersive restaurant setup. Participants (N = 283) watched immersive 360° videos while rating situational appropriateness and food wanting for two different dishes in various ambient conditions as determined by DOE's Central Composite Design (CCD). Participants did not actually consume the foods but rather only viewed them. Optimal restaurant lighting and sound levels were then estimated using ANN-PSO model which was found to be at 289 lux and -21.38 Loudness Unit Full Scale (LUFS) for burger and 186.9 lux and -30 LUFS for pizza. While the results of our study are of obvious interest to those in the hospitality industry, this work further highlights the transferability of methods across different disciplines and the applicability of time-tested methods to new emerging areas.

Tasting More Than Just Food: Effect of Aesthetic Appeal of Plate Patterns on Food Perception

Interest has been growing in the role of subjective aesthetics in the field of food. This study explored the mechanisms by which the aesthetic appeal of plate patterns influences consumers’ perceptions of food. Three experiments were conducted to compare whether different levels of beauty and types of plate pattern aesthetics (classical versus expressive) affected the perceptions of tastiness and healthiness of the food offered. Experiment 1 was carried out with 30 participants, and the results showed that participants perceived the food presented on more beautiful plates as tastier and healthier than the food on less beautiful plates. Experiment 2 was carried out with 128 participants; the results showed that, for expressively aesthetic plates, the participants experienced more positive emotions for very beautiful plates and more negative emotions for less beautiful plates. However, for classical aesthetic plates, participants’ emotions were not affected by the beauty of the plate. Experiment 3 was carried out with 149 participants, and the results showed that, for classically aesthetic plates, participants perceived the food placed in the middle to be tastier than food placed at the edge; however, for expressively aesthetic plates, food placement did not affect participants’ perceptions of food. These results demonstrate the importance of the subjective beauty of plate patterns in influencing consumers’ food perceptions, although this influence varies depending on the type of aesthetic design of the plate pattern.

“Sound” Decisions: The Combined Role of Ambient Noise and Cognitive Regulation on the Neurophysiology of Food Cravings

Our ability to evaluate long-term goals over immediate rewards is manifested in the brain’s decision circuit. Simplistically, it can be divided into a fast, impulsive, reward “system 1” and a slow, deliberate, control “system 2.” In a noisy eating environment, our cognitive resources may get depleted, potentially leading to cognitive overload, emotional arousal, and consequently more rash decisions, such as unhealthy food choices. Here, we investigated the combined impact of cognitive regulation and ambient noise on food cravings through neurophysiological activity. Thirty-seven participants were recruited for an adapted version of the Regulation of Craving (ROC) task. All participants underwent two sessions of the ROC task; once with soft ambient restaurant noise (∼50 dB) and once with loud ambient restaurant noise (∼70 dB), while data from electroencephalography (EEG), electrodermal activity (EDA), and self-reported craving were collected for all palatable food images presented in the task. The results indicated that thinking about future (“later”) consequences vs. immediate (“now”) sensations associated with the food decreased cravings, which were mediated by frontal EEG alpha power. Likewise, “later” trials also increased frontal alpha asymmetry (FAA) —an index for emotional motivation. Furthermore, loud (vs. soft) noise increased alpha, beta, and theta activity, but for theta activity, this was solely occurring during “later” trials. Similarly, EDA signal peak probability was also higher during loud noise. Collectively, our findings suggest that the presence of loud ambient noise in conjunction with prospective thinking can lead to the highest emotional arousal and cognitive load as measured by EDA and EEG, respectively, both of which are important in regulating cravings and decisions. Thus, exploring the combined effects of interoceptive regulation and exteroceptive cues on food-related decision-making could be methodologically advantageous in consumer neuroscience and entail theoretical, commercial, and managerial implications.

A preliminary study on the impact of contextual information regarding the origin of food on consumers’ judgments and skin conductance responses

Explicit and implicit responses to food and beverage are known to be modulated by expectations generated by contextual factors. Among these, labelling regarding the country of origin has been systematically shown to impact on consumers' evaluations of products. However, it is not clear yet whether the presence of food origin biases also affects humans’ physiological (i.e., implicit) responses, as well as whether different conditions of sensory appreciation of products are equally influenced. The present preliminary study investigated the psychophysiological responses to food samples paired to labels of declared (i.e., Italy, Spain/Germany, EU) or undeclared origins. Food items (i.e., olives and cracker) were presented in visual or taste conditions to thirty Italian participants, whose behavioral (i.e., liking, willingness to buy, and estimated cost) and physiological (i.e., skin conductance responses) responses were collected. The results indicated that the food samples elicited stronger liking and willingness to buy responses by participants and were estimated as more expensive, when being firstly experienced through vision than taste. No differences in the physiological arousal state were found as a function of food origin or sensory condition of presentation.

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Explicit choices related to food are modulated by expectation generated by contextual factors.

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Labelling regarding the country-of-origin impacts the consumer evaluations of products.

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The study investigated the behavioral and psychophysiological responses to food products comparing different labelling.

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Food items were presented in visual or taste conditions.

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The sensory modalities and the labeling information affect the behavioral choice (but not the physiological response).

The impact of environmental sounds on food reward

Wanting and liking are both components of food reward, but they manifest in fundamentally different neural substrates. While wanting denotes anticipatory and motivational behaviors, liking is associated with consummatory and hedonic experiences. These distinct constructs have also been quantitatively dissociated in behavioral paradigms. Indeed, internal, physiological, and interoceptive states affect the degree to which the food presented is valued. However, how contextual sensory cues might impact these appetitive and rewarding responses to food remains unexplored. In light of the increasing empirical focus on sound in food research, we investigated the influence of environmental soundscapes on explicit liking, explicit wanting, implicit wanting, choice frequency, and reaction time of healthy/unhealthy food using an online version of the Leeds Food Preference Questionnaire (LFPQ). Soft nature sounds and loud restaurant noises were employed to induce emotional relaxation and arousal respectively. One hundred and one healthy university students completed a repeated-measure design of the LFPQ; once with each soundscape playing in the background. Generalized linear mixed model analyses detected a significant interaction effect between soundscape and food type on choice frequency, yet the post hoc analyses did not reach significance. No interaction effects between soundscape and food type on wanting or liking were discovered. However, hypothesis-driven analyses found that nature sounds increased explicit liking of healthy (vs. unhealthy) foods, while no effect of soundscape on any wanting measures (explicit or implicit) were observed. Finally, exploratory analyses indicated that restaurant noise (vs. nature sound) induced faster response times for both healthy and unhealthy foods. The study exemplifies that in an online setting, contextual auditory manipulation of certain food reward measures and decision processes is feasible.

Bootstrap Resampling of Temporal Dominance of Sensations Curves to Compute Uncertainties

In the last decade, temporal dominance of sensations (TDS) methods have proven to be potent approaches in the field of food sciences. Accordingly, thus far, methods for analyzing TDS curves, which are the major outputs of TDS methods, have been developed. This study proposes a method of bootstrap resampling for TDS tasks. The proposed method enables the production of random TDS curves to estimate the uncertainties, that is, the 95% confidence interval and standard error of the curves. Based on Monte Carlo simulation studies, the estimated uncertainties are considered valid and match those estimated by approximated normal distributions with the number of independent TDS tasks or samples being 50-100 or greater. The proposed resampling method enables researchers to apply statistical analyses and machine-learning approaches that require a large sample size of TDS curves.

The Relationship between Music and Food Intake: A Systematic Review and Meta-Analysis

Food intake has been shown to be related to several environmental factors including the presence of music. However, previous findings of the relationship between music and food intake are inconsistent. In the present study, a systematic review and meta-analysis was conducted to quantitatively review the extent to which music is associated with food intake as well as to investigate potential moderators that might have contributed to the heterogeneity of the existing findings. Literature was searched on four databases (i.e., PsycINFO, Web of Science, PubMed, and ProQuest Dissertations and Theses) and Google Scholar. Nine articles published from 1989 to 2020 met our inclusion criteria. A meta-analysis was carried out via a three-level random-effects model. The overall effect size (i.e., Hedges' g) was 0.19 (95% Confidence Interval: -0.003, 0.386; SE = 0.10, t = 1.99, p = 0.054), indicating a marginally significant but small effect size. Body Mass Index (F(1, 21) = 5.11, p = 0.035) was found to significantly contribute to the heterogeneity of effect sizes, with larger positive effects of music on food intake for individuals with higher BMI. However, music-related features did not significantly moderate the relationship between music and food intake. More experimental studies are needed to update the current meta-analysis and get a better understanding of this topic.

What Do You Want to Eat? Influence of Menu Description and Design on Consumer's Mind: An fMRI Study

The main objective of this research was to analyse the active regions when processing dishes with a pleasant (vs. unpleasant) design and the effect of the previously read rational (vs. emotional) description when visualising the dish. The functional magnetic resonance image technique was used for the study. The results showed that participants who visualised pleasant vs. unpleasant dishes became active in several domains (e.g., attention, cognition and reward). On the other side, visualisation of unpleasant dishes activated stronger regions linked to inhibition, rejection, and related ambiguity. We found that subjects who read rational descriptions when visualising pleasant dishes activated regions related to congruence integration, while subjects who visualised emotional descriptions showed an increased neuronal response to pleasant dishes in the regions related to memory, emotion and congruence.

Sounds Healthy: Modelling sound-evoked consumer food choice through visual attention

Food choice is a multifaceted construct that is not solely guided by our internal incentives. In fact, sensory scientist, consumer psychologists, and marketers have demonstrated that external ambient cues, including background music, can influence myriads of subconscious consumer behaviors, effectively leading to increased sales of food and beverages. However, the vast majority of literature in on this topic has thus far been confined to monocultural field studies in which the underlying mechanisms of food choice are unexplored. We therefore studied the explicit and implicit effects of custom-composed soundtracks on food choices and eye-movements in consumers from both 'East' and 'West'. Firstly, based on the results from a pre-study (N = 396), we composed a 'healthy' and 'unhealthy' soundtrack. Subsequently, we recruited 215 participants from China (n = 114) and Denmark (n = 101) respectively for in an in-laboratory eye-tracking food choice paradigm. For each culture, half of the participants listened to the 'healthy' soundtrack and the other half to the 'unhealthy' soundtrack during the experiment. Chi-square tests of independence revealed that across cultures, the healthy (vs. unhealthy) soundtrack led to more healthy food choices. Similarly, the generalized linear mixed models showed that the healthy soundtrack induced more and longer fixations on healthy (vs. unhealthy) food. Finally, a multiple mediation analysis signified a partial mediation effect of sound on food choice through the mediators of fixation duration, fixation count, and revisit count. Our results indicate that, with strategically chosen soundscapes, it is possible to influence consumers' decision-making processes and guide their attention towards healthier foods, providing valuable knowledge for local as well as global food business.

Blending Emotions and Cross-Modality in Sonic Seasoning: Towards Greater Applicability in the Design of Multisensory Food Experiences

Sonic seasoning refers to the way in which music can influence multisensory tasting experiences. To date, the majority of the research on sonic seasoning has been conducted in Europe or the USA, typically in a within-participants experimental context. In the present study, we assessed the applicability of sonic seasoning in a large-scale between-participants setting in Asia. A sample of 1611 participants tasted one sample of chocolate while listening to a song that evoked a specific combination of cross-modal and emotional consequences. The results revealed that the music’s emotional character had a more prominent effect than its cross-modally corresponding attributes on the multisensory tasting experience. Participants expressed a higher buying intention for the chocolate and rated it as having a softer texture when listening to mainly positive (as compared to mainly negative) music. The chocolates were rated as having a more intense flavor amongst those participants listening to ‘softer’ as compared to ‘harder’ music. Therefore, the present study demonstrates that music is capable of triggering a combination of specific cross-modal and emotional effects in the multisensory tasting experience of a chocolate.

Musical emotions in the absence of music: A cross-cultural investigation of emotion communication in music by extra-musical cues

Research in music and emotion has long acknowledged the importance of extra-musical cues, yet has been unable to measure their effect on emotion communication in music. The aim of this research was to understand how extra-musical cues affect emotion responses to music in two distinguishable cultures. Australian and Cuban participants (N = 276) were instructed to name an emotion in response to written lyric excerpts from eight distinct music genres, using genre labels as cues. Lyrics were presented primed with genre labels (original priming and a false, lured genre label) or unprimed. For some genres, emotion responses to the same lyrics changed based on the primed genre label. We explain these results as emotion expectations induced by extra-musical cues. This suggests that prior knowledge elicited by lyrics and music genre labels are able to affect the musical emotion responses that music can communicate, independent of the emotion contribution made by psychoacoustic features. For example, the results show a lyric excerpt that is believed to belong to the Heavy Metal genre triggers high valence/high arousal emotions compared to the same excerpt primed as Japanese Gagaku, without the need of playing any music. The present study provides novel empirical evidence of extra-musical effects on emotion and music, and supports this interpretation from a multi-genre, cross-cultural perspective. Further findings were noted in relation to fandom that also supported the emotion expectation account. Participants with high levels of fandom for a genre reported a wider range of emotions in response to the lyrics labelled as being a song from that same specific genre, compared to lower levels of fandom. Both within and across culture differences were observed, and the importance of a culture effect discussed.

Cross-Modal Correspondences Between Temperature and Taste Attributes

Temperature is an important characteristic of food and drink. In addition to food-intrinsic temperature (i.e., serving temperature), consumers often experience food-extrinsic temperature (e.g., physical warmth). Emerging research on cross-modal correspondence has revealed that people reliably associate temperature with other sensory features. Building on the literature on cross-modal correspondence and sensation transference theory, the present study aimed to reveal mental representations of temperature–taste correspondence and cross-modal mental representations influencing corresponding sensory/hedonic perceptions of beverages, with a focus on manipulating food-extrinsic warmth. To reveal mental representations of temperature–taste correspondence, Experiment 1 investigated whether temperature words (warm, cool) are associated with sensory/hedonic attributes (e.g., sweet, sour, salty, bitter). The results of Experiment 1 demonstrated that warm (vs. cool) was matched more with saltiness, tastiness, healthfulness, and preference (intention to buy), whereas cool (vs. warm) was matched more with sourness and freshness. Experiment 2 assessed whether cross-modal mental representations influence corresponding sensory/hedonic perceptions of beverages. The participants wore hot and cold pads and rated sensory/hedonic attributes of Japanese tea (Experiment 2a) or black coffee (Experiment 2b) before and after tasting it. The results of Experiment 2a demonstrated that physical warmth (vs. coldness) increased healthfulness and the intention to buy Japanese tea. The results of Experiment 2b did not reveal any effects of physical warmth on sensory/hedonic ratings. These findings provide evidence of taste–temperature correspondence and provide preliminary support for the influence of food-extrinsic warmth on taste attributes related to positivity.

The Effects of Ethnically Congruent Music on Eye Movements and Food Choice-A Cross-Cultural Comparison between Danish and Chinese Consumers

Musical fit refers to the congruence between music and attributes of a food or product in context, which can prime consumer behavior through semantic networks in memory. The vast majority of research on this topic dealing with musical fit in a cultural context has thus far been limited to monocultural groups in field studies, where uncontrolled confounds can potentially influence the study outcome. To overcome these limitations, and in order to explore the effects of ethnically congruent music on visual attention and food choice across cultures, the present study recruited 199 participants from China (n = 98) and Denmark (n = 101) for an in-laboratory food choice paradigm with eye-tracking data collection. For each culture group, the study used a between-subject design with half of the participants listening to only instrumental "Eastern" music and the other half only listening to instrumental "Western" music, while both groups engaged in a food choice task involving "Eastern" and "Western" food. Chi-square tests revealed a clear ethnic congruency effect between music and food choice across culture, whereby Eastern (vs. Western) food was chosen more during the Eastern music condition, and Western (vs. Eastern) food was chosen more in the Western music condition. Furthermore, results from a generalized linear mixed model suggested that Chinese participants fixated more on Western (vs. Eastern) food when Western music was played, whereas Danish participants fixated more on Eastern (vs. Western) food when Eastern music was played. Interestingly, no such priming effects were found when participants listened to music from their own culture, suggesting that music-evoked visual attention may be culturally dependent. Collectively, our findings demonstrate that ambient music can have a significant impact on consumers' explicit and implicit behaviors, while at the same time highlighting the importance of culture-specific sensory marketing applications in the global food industry.

Functional Needs, Emotions, and Perceptions of Coffee Consumers and Non-Consumers

Coffee is one of the most consumed beverages worldwide. Over the last decades coffee has become a specialty product. Drinking a coffee beverage entails several mixed factors, such as pleasure, experience, lifestyle, and social status. It can also provide an emotional pick-up, both mentally and physically. Only a few studies have explored the motives and emotions of coffee consumption and not consumption. There is limited understanding of consumers’ emotional approach towards coffee, and what influences a positive and negative inclination towards coffee consumption. This research fills the current research gaps by addressing three main questions: (i) What are the emotions and habits of coffee consumption? (ii) What are the motives of coffee consumption and non-consumption? and (iii) How relevant is the coffee health impact perception of consuming or not consuming coffee? The research activities include 467 face-to-face interviews with consumers. Interviews are performed in two different countries, Italy and Portugal. Data elaboration includes a principal component analysis carried out to identify latent factors on motives and emotions of consumption in both national groups, and to explore the relationship between the main emotions and consumers’ habits and socio-economic characteristics. Results support that consumers have positive emotions from coffee consumption. Perceived emotions are energy, satisfaction, and pleasure. Non-consumption is mainly driven by taste and fear of coffee’s health impacts. There are limited differences in the countries analysed. Socio-economic characteristics limitedly influence perceived emotions and consumption motives. To conclude, consumers are increasingly interested in new coffee products. Understanding the functional and emotional factors of coffee consumption contributes to supporting new coffee product development and commercialisation.

Sensory Nudges: The Influences of Environmental Contexts on Consumers' Sensory Perception, Emotional Responses, and Behaviors toward Foods and Beverages

Food products with highly acceptable flavors are not always successful in the marketplace. Sales of identical food products sold in two different stores often differ. Patrons’ choices of specific menu items vary depending on menu designs at restaurants. Such examples suggest that consumer behavior related to eating, preparing, or purchasing foods and beverages is typically complex, dynamic, and sensitive. There is a growing body of evidence that environmental cues surrounding foods and beverages can modulate consumer perception and behavior in the context of eating and drinking. In light of increasing interest in environmental cues, this Special Issue was designed to introduce recent research that highlights how sensory cues derived from environmental cues can modulate consumer perceptions, emotional responses, and behavior related to foods and beverages. The eleven articles addressed in this Special Issue provide informative and insightful findings that may be applied to a wide range of food-related sites, including grocery stores, retail markets, restaurants, dining facilities, and public dining areas. The findings from these articles also suggest that product developers, sensory professionals, retailers, marketers, and business owners should consider not only sensory aspects of food products, but also sensory cues derived from surrounding contexts to better understand consumer perception, acceptability, and behavior toward their food products.

Love is a physiological motivation (like hunger, thirst, sleep or sex)

The multitude of terms associated with love has given rise to a false perception of love. In this paper, only maternal and romantic love are considered. Love is usually regarded as a feeling, motivation, addiction, passion, and, above all, an emotion. This confusion has consequences in the lives of human beings, leading not only to divorces, suicides, femicides but possibly also to a number of mental illnesses and suffering. Therefore, it is crucial to first clarify what is meant by emotion, motivation and love. This work aims to finally place love within the category of physiological motivations, such as hunger, thirst, sleep, or sex, on the basis that love is also essential for human survival, especially in childhood. Love is presented from an evolutionary perspective. Some other similarities between love and other physiological motivations are pointed out, such as its importance for appropriate human development, both its ontogeny and its permanence, and the long-lasting consequences of abuse and neglect. There are summarized reasons that account for this, such as the fact that physiological motivations are essential for survival and that love is an essential motivation for the survival of human offspring. Other reasons are that minimum changes in the quantity and quality of love alters development, that there can be a variety of neurophysiological and behavioural states within a motivation, and that motivations (also love) appear and change throughout development. Also, motivations and love sometimes may lead to an addictive behaviour. Finally, it is recognized that once physiological motivations (and love) appear, they become permanent. In a third section, some potential social, cultural, clinical and scientific consequences of the proposed consideration of love as a motivation are discussed. Accordingly, love's recognition as a motivation in the clinical field would imply a better understanding of its disorders and its inclusion in classifications manuals such as The Diagnostic and Statistical Manual of Mental Disorders (DSM), or in the International Classification of Diseases (ICD). Considering love as a motivation rather than an emotion could also impact the results of scientific research (an example is included). A comprehensive understanding of these questions could potentially allow for a new therapeutic approach in the treatment of mental illness, while offering an all-inclusive evolutionary explanation of cultural phenomena such as the origin and diffusion of both language and art. Love should be understood as a physiological motivation, like hunger, sleep or sex, and not as an emotion as it is commonly considered.

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.

How is Satiety Affected When Consuming Food While Working on A Computer?

More people working at offices are choosing to eat meals at their desks, making “desktop dining” an increasingly common phenomenon. Previous studies have reported that environmental distractors, such as television viewing, can influence meal intake and subsequent snack intake. However, the impact of stressful mental tasks on eating behavior has received relatively less attention, focusing only on subsequent meal intake or concurrent snack intake. This study sets out to determine whether eating while working influenced current meal energy intake. This research also examined the relationship between dietary restraint status and energy intake. A crossover experimental design was employed requiring participants (14 males and 29 females) to eat pizza quietly and at rest (control), and while working on a computer (work). Measurements included BMI, energy intake, state anxiety, restrained eating behavior, stress levels (pre- and post-eating), and appetite (before and after both work and control sessions). The findings showed that consuming food while working on a computer significantly increased stress but had no influence on energy intake compared to the control condition. However, post-eating hunger levels were significantly higher in the work condition compared to the control condition. As expected, satiety levels decreased significantly from pre- to post-eating for both work and control conditions. In addition, no significant relationship was observed between restrained eating behavior and energy intake in both work and control conditions. These results suggest that eating while working affected satiety of normal weight participants, as indicated by the significant difference in post-meal satiety levels between work and control conditions.

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.

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.

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.