In the present experiment, the participants tasted high-intensive bitter and lowintensive bitter beverages under one of the following four conditions: drinking green tea or coffee in either a Japanese or a Western environment. The participants evaluated the beverage and the environment. The results revealed the following interactions. (1) Given the combination of the intensive bitter coffee and the Western environment, the beverage and environment congruency facilitated the beverage evaluations for "Deliciousness" and "Wanting to drink more". (2) Women tended to evaluate beverages as more delicious and desired when the beverages matched the environment, compared with when they did not match. (3) Participants who drank coffee perceived the environment to be colder than participants who drank green tea. These results indicate that the social and cultural background of the Japanese consuming a beverage may modulate multisensory interaction in the evaluation of a beverage and the environment.Practical Applications: Our findings in this research revealed that persons involved in the design of the eating and drinking environment, that is from restaurant managers, architects, and interior designers to persons who think about the dining room at their home, may produce tastier food consumption by designing the environment in a multisensory way. For example, when designing space to serve foods and beverages that have cultural elements, creating a cultural environment that is congruent with the foods may result in a better eating experience. Since multisensory influences on the deliciousness of food can be affected by the social and cultural background of the consumer, the aforementioned people need to have a sufficient understanding of the object persons they serving the meal.
| INTRODUCTIONA bitter taste is a toxic taste for animals and they avoid tasting bitter things (Drewnowski & Gomez-Carneros, 2000). Human beings, however, are able to taste and enjoy bitter beverages and bitter foods. In order for a person to enjoy consuming a bitter food or beverage, it is necessary to have a related positive eating or drinking experience. In addition to taste and odor, there are other modalities or factors that affect an eating or drinking experience. Flavor perception and/or experience in everyday life is a multisensory phenomenon, and thus, previous studies have investigated the multisensory contribution to taste and flavor perception as well as the eating and drinking experi-