Purpose – This paper aims to extend current understanding concerning the cross-modal correspondences between sounds and tastes by introducing new research tools and experimental data to study associations and their reflections between music and taste. Design/methodology/approach – The experiment design addresses the multidisciplinary approach by using cultural, chemical and statistical analysis methods. Findings – The paper provides further evidence that exposure to the “sweet” or “sour” musical pieces influences people’s food-related thinking processes and behaviors. It also demonstrates that sweet or sour elements in the music may reflect to actual sweetness (as measured by sugar content) and sourness (as measured by organic acid content) of foods developed in association with music carrying similar taste characteristics. Research limitations/implications – The findings should be replicated and expanded using larger consumer samples and wider repertoires of “taste music” and dependent variables. Also, the level of experimental control should be improved; e.g., the “sweet” and “sour” music were produced using different instruments, which may have an influence to the results. Practical implications – Ambient “taste music” that is congruent with the basic flavors of the dishes can be played in restaurants to highlight guests’ sensory experience. Social implications – By carefully considering the symbolic meanings of the music used in different social situations, it is possible to create multimodal experiences and even subconscious expectations in people’ minds. Originality/value – Cross-modal associations are made between the tastes and music. This can influence on perception of food and provide new ways to build multimodal gastronomic experiences.

Purpose The purpose of this paper is to analyse how Finnish customers at the pop-up restaurant event Trip to Province, which took place in South Ostrobothnia, Finland, make sense of the locality. Design/methodology/approach The data consist of 3 group interviews and 18 respondents, whose responses were analysed using a frame analysis. Findings Locality is discussed in the context of three frames: the immediate surroundings, the Finnish national ethos and the global discourses of food enthusiasts. The results show that, in terms of local food events, locality comprises not only food, but also place, people and cultural context conveying national and global elements. Research limitations/implications The data of this study are limited in size, and limited to the Finnish context. Practical implications Local food events could be promoted to locals and nearby residents, not just to tourists. With the design of the eating environment (music and visuals), the local food experience can be enhanced. Social implications Local food events strengthen the residents’ regional identity. Originality/value The research setting for this paper is original; the study takes part in the scarce discussion about gastronomic tourism in Finland. The study broadens the view that local food is just about food; regarding local food events, locality also entails place, people, nationality and globality.

The aim of the present study was to examine people's colour, music and emotion associations with dishes from two imagined restaurants. We conducted an experiment where we asked two study-participant groups to match interior colours, background music and desired emotional states for either a salad restaurant or a steak restaurant. To evoke associations we used two dish photos -a salad and a steak dish. The hypothesis was that the study participants would choose different background music and colours for different imagined restaurants. The results show that the most often selected colour, music and musically evoked and desired emotions in the salad group were Kiwi (lime colour) combined with Jazz, Pop and Soul music, and Peacefulness and Joyful Activation. In the steak group the selections were Bordeaux (dark-red colour) combined with Jazz and Classical music, and Peacefulness, Transcendence, Tenderness and Joyful Activation. The results were discussed in terms of articulation theory that is widely used in critical cultural studies. The differences between the groups showed that the study participants made different kinds of articulations: the answers in the steak group emphasized romantic classical music and luxury, while the salad group emphasized vital (healthy food, dancing) and hedonistic (joy, pleasure) values. The results indicate that: (1) generally people value peaceful eating environments; (2) people choose different visual and auditory stimuli for an eating environment depending on the food menu; and (3) customers, in this case, expect a connection to their previous cultural experiences with salad and steak restaurants. & 2016 AZTI-Tecnalia. Production and hosting by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

Medioituneen musiikin digitaaliset sovellukset ovat entisestään vahvistaneet musiikin kaikkialla olevaa luonnetta ja muokanneet yhteistä kaupunkitilaa. Tapaamme kuluttaa ja kuulla jonkun muun kuin itsemme valitsemaa musiikkia muiden toimiemme ohella kutsutaan jokapaikkaiseksi kuunteluksi. Erityisesti kaupallisten tilojen taustamusiikki on tarkoitettu pääsääntöisesti muuten kuin keskittyneesti kuunneltavaksi, mikä ei kuitenkaan tarkoita sitä, etteivätkö tilan käyttäjät kiinnittäisi siihen huomiota. Artikkelissa tarkastelemme kaupallisten tilojen kokemista jokapaikkaisen musiikin ja jokapaikkaisen kuuntelun lähtökohdista. Empiirinen aineisto kerättiin kuuntelukävelyksi kutsutulla menetelmällä, pitämällä kenttäpäiväkirjaa sekä tematisoiduilla ryhmähaastatteluilla. Kenttätyöaineistoa analysoimalla pohdimme keinoja, joilla ottaa huomioon tilan käyttäjien kokemukset ja musiikkiin liitetyt merkitykset osana yhteisten tilojen suunnittelua.

NATURE SOUNDS IN A HYPERMARKET A case study on the modified soundscape of commercial spaces in Finland You're only in the parking lot when you can already hear the music, and it gets somewhat louder when you approach the sliding doors of the hypermarket. After crossing the hallway, you enter the interior goods section through the automatic swing gate, which clatters when the gate collides with the pole. Suddenly, the music mixes with another piece playing from the car stereo aisle, and only a few metres away, there is a loud digital display unit playing music and dialogue, advertising a lawnmower. At one point, you hear all the three different pieces of music concurrently. Leaving the cacophony behind and strolling ahead towards the produce section, you unexpectedly hear the familiar sound of a bird singing cuckoo , cuckoo , cuckoo. As you are walking towards the fruit and vegetables section, you are suddenly surrounded by the sounds of a humming forest. (Recorded listening walks 16.9.2016.) This study examines the use of nature sounds and sound design in a semipublic commercial space. The hypermarket experience narrated above represents one of the experiences of the participants of our study. Music can be heard in most semi-public commercial spaces-coffee shops, malls, at the hairdresser's, airports, buses et cetera. Sound researcher Jonathan Sterne (1997: 23) argues that