Effects of background sound on consumers’ sensory discriminatory ability among foods

Pellegrino, Robert; Luckett, Curtis R.; Shinn, Sara E.; Mayfield, Sarah; Gude, Kelly; Rhea, Abbey; Seo, Han‐Seok

doi:10.1016/j.foodqual.2015.02.014

Cited by 20 publications

(8 citation statements)

References 47 publications

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“…Questionnaire research has revealed that people like to converse while dining: For instance, according to one survey, only 3.7% of the 244 US adults questioned preferred to eat in silence, while 58.8% preferred to eat while conversing with others. Meanwhile, a further 6.2% of those quizzed preferred to eat while listening to music (Pellegrino et al, 2015). Similarly, Larson et al (2009) also reported that younger adults preferred to eat with others, despite the fact that they reported not always having the time to do so (see also Poulain, 2002).…”

Section: Problems Associated With the Increase In Isolated Livingmentioning

confidence: 99%

Digital Commensality: Eating and Drinking in the Company of Technology

2019

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Commensality is a key aspect of social dining. However, previous research has identified a number of pros and cons associated with the incorporation of digital technology into eating and drinking episodes. For instance, those who are distracted by digital technology may eat/drink more (that is, they may overconsume) as a result of their failure to attend to the food-related sensations that are thought to cue the termination of eating. Similarly, it has often been suggested that the use of mobile devices at mealtimes can disrupt the more commensal aspects of dining/drinking (at least among those who are physically present together). At the same time, however, looking to the future, it seems clear that digital technologies also hold the promise of delivering opportunities for enhanced multisensory experiential dining. For instance, they might be used to match the auditory, visual, or audiovisual entertainment to the eating/drinking episode (e.g., think only about watching a Bollywood movie while eating a home-delivery Indian meal, say). Indeed, given the growing societal problems associated with people dining by themselves, there are a number of routes by which digital technologies may increasingly help to connect the solo diner with physically co-located, remote, or even virtual dining partners. In this review of the literature, our focus is specifically on the role of technology in inhibiting/facilitating the more pleasurable social aspects of dining, what one might call "digital commensality." The focus is primarily on Westernized adults with reasonable access to, and familiarity with, digital technologies.

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Section: Problems Associated With the Increase In Isolated Livingmentioning

confidence: 99%

Digital Commensality: Eating and Drinking in the Company of Technology

2019

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“…7 6 All of this, while at the same time performing a shadowing task involving listening to and repeating a news story. Pellegrino, Luckett, Shinn, Mayfield, Gude, Rhea, and Seo (2015) have also concluded that conversing is a preferred activity in eating atmospheres (see also Lindborg, 2016), although it can alter the consumer's ability to discriminate basic differences between foods or beverages. These results also suggest that the judgment of the flavour of foods that give rise to high levels of mastication sound tend to be less susceptible to the influence of background noise.…”

Section: Loud Musicmentioning

confidence: 99%

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

et al. 2019

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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.

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“…Priming effects can affect one's behaviour, and auditory stimuli are reportedly effective in inducing such effects (Hinojosa et al, 2009). Pellegrino et al (2015) confirmed that consumer tastes would be affected by background sounds, but evidence on the priming effect generated by various genres of musical stimuli on one's wine tasting preferences remains scarce. The aim of this study was to bridge this gap in knowledge by investigating the priming effect of music on an individual's wine preferences.…”

Section: Brainwave Analysismentioning

confidence: 99%

Music and wine tasting: an experimental neuromarketing study

Hsu

Chen

2019

BFJ

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Purpose Music has a priming effect on product selection. The purpose of this paper is to extend the current understanding on this issue using an experimental design incorporating behavioural and brainwave data. Design/methodology/approach An experiment with 40 participants was conducted to explore how and why wine tasting preferences would be primed by different genres of musical stimuli. Electroencephalographic measurement was adopted to measure participant brainwave activity in two experiments, each involving two rounds of wine tasting, and the treatment was administered between the two rounds. Findings Significant associations between the musical stimulus genre and participant change in wine selection were found, and the musical stimuli resulted in different brainwave activities because participant β and γ wave activities significantly differed in the first and second wine tasting rounds. Correlational analyses indicated that α, β and γ wave activities generated by the musical stimuli were significantly but negatively correlated with α wave activity. α wave activity in the musical stimulus phases was significantly negatively correlated with β wave activity in the second round of wine tasting, and the other associations were significant and positive. Originality/value This study highlighted the priming effect of musical stimuli in wine tasting. Empirical evidence derived from experimental research was analysed with behavioural and brainwave data. This study’s original contribution is that it explored wine tasting preferences from a neuromarketing perspective. The results of this study can provide empirical evidence on how to effectively use music in marketing strategies.

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Effects of background sound on consumers’ sensory discriminatory ability among foods

Cited by 20 publications

References 47 publications

Digital Commensality: Eating and Drinking in the Company of Technology

Digital Commensality: Eating and Drinking in the Company of Technology

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

Music and wine tasting: an experimental neuromarketing study

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