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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.

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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.