“Having a drink in a bar”: An immersive approach to explore the effects of context on drink choice

Sester, Carole; Deroy, Ophelia; Sutan, Angela; Galia, Fabrice; Desmarchelier, Jean-François; Valentin, Dominique; Dacremont, Catherine

doi:10.1016/j.foodqual.2012.07.006

Cited by 135 publications

(81 citation statements)

References 39 publications

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“…The most profound effects of manipulating the atmosphere on the perception of food and drink are likely to occur when those changes are multisensory [2,6,11]. For instance, Wansink and Van Ittersum [2] conducted one of the few studies to have manipulated multiple sensory aspects of the environment at a given time, evaluating the influence of both the lighting and music, in a North American fast food restaurant.…”

Section: On the Multisensory Manipulation Of The Atmospherementioning

confidence: 99%

“…Finally, Sester et al [6] recently conducted a study in which they assessed the effects of varying the audiovisual context on people's selection of an alcoholic drink (beer) in a bar. These researchers created two different environments varying in 'warmth' -one populated with 'cold' furniture, the other with furniture designed to convey an impression of 'warmth'.…”

Section: On the Multisensory Manipulation Of The Atmospherementioning

confidence: 99%

“…Of particular interest in the context of the present research are those studies that have investigated the effect of the multisensory ambience (or atmosphere) on people's perception of alcoholic beverages [3][4][5][6]. The renewed interest in the role of context on people's eating and drinking experiences can be linked to Pine and Gilmore's [7,8] influential ideas around experiential marketing (this idea itself inspired by the earlier work of Kotler [9]).…”

Section: Introductionmentioning

confidence: 99%

“…However, the majority of studies that have been conducted to date, have tended to investigate the effect that modifying just a single aspect (or unisensory input) of an environment has on the overall experience. Nevertheless, a few studies have recently started to investigate the consequences of manipulating the multisensory environment (for example, by varying not only what people hear but also what they see [2,6]). The hope here, based on the available neuroscientific evidence [10,11] is that manipulating the multisensory atmospherics, at least when the senses are stimulated in a congruent manner, is likely to have a more dramatic effect on the experience of consumers than manipulating any one sense in isolation.…”

Section: Introductionmentioning

confidence: 99%

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Assessing the influence of the multisensory environment on the whisky drinking experience

Velasco

Jones²,

King³

et al. 2013

Flavour

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Background: Flavor perception depends not only on the multisensory integration of the sensory inputs associated with the food or drink itself, but also on the multisensory attributes (or atmosphere) of the environment in which the food/drink is tasted. We report two experiments designed to investigate whether multisensory atmospheric cues could be used to influence the perception of a glass of whisky (that is, a complex but familiar product). The pre-test (experiment 1) was conducted in the laboratory and involved a sample of 18 participants (12 females, 5 males, and 1 who did not specify gender), while the main study (experiment 2) was conducted at a large purpose-designed whisky-tasting event held in London, and enrolled a sample of 441 participants (165 female, 250 male, and 26 who failed to specify their gender). In the main experiment, participants were exposed to three different multisensory atmospheres/rooms, and rated various attributes of the whisky (specifically the nose, the taste/flavor, and the aftertaste) in each room. Results: Analysis of the data showed that each multisensory atmosphere/room exerted a significant effect on participants' ratings of the attributes that the atmosphere/room had been designed to emphasize (namely grassiness, sweetness, and woodiness). Specifically, the whisky was rated as being significantly grassier in the Nose ('grassy') room, as being significantly sweeter in the Taste ('sweet') room, and as having a significantly woodier aftertaste in the Finish ('woody') room. Overall, the participants preferred the whisky when they tasted it in the Finish room. Conclusions: Taken together, these results further our understanding of the significant influence that a multisensory atmosphere can have on people's experience and/or enjoyment of a drink (in this case, a glass of whisky). The implications of these results for the future design of multisensory experiences are discussed.

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Section: On the Multisensory Manipulation Of The Atmospherementioning

confidence: 99%

Section: On the Multisensory Manipulation Of The Atmospherementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Assessing the influence of the multisensory environment on the whisky drinking experience

Velasco

Jones²,

King³

et al. 2013

Flavour

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“…People also buy more French wine in the supermarket when French accordion music is playing rather than when German Bierkeller music is played [70,71]; the pattern of sales reserving when distinctively German music is played instead (cf. [72]). Equally powerful, from a commercial point of view, are those findings suggesting that the rate at which people drink, and how long they stay in a given venue, is modulated by the tempo and loudness of the music that happens to be playing in the background [73][74][75].…”

Section: Interim Summarymentioning

confidence: 99%

Wine and music (III): so what if music influences the taste of the wine?

Spence

Wang

2015

Flavour

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A growing body of evidence, both anecdotal and scientifically rigorous, now points to the fact that what people taste when evaluating a wine, not to mention how much they enjoy the experience, can be influenced by the specifics of any music that happens to be playing at the same time. The question that we wish to address here is 'So what?' Why should anyone care that music (or, for that matter, specially composed soundscapes) exert(s) a crossmodal influence over the wine-tasting experience? 'Why not just drink great wine and forget about the music?' a sceptic might ask. Here, we outline a number of the uses that such research findings have been put to in the marketplace, in experiential events, in artistic performances, and in terms of furthering our theoretical understanding of those factors that influence the tasting experience. We also highlight how the latest in technology (think sensory apps and hyperdirectional loudspeakers, not to mention digitally augmented glassware) augurs well for those wanting to deliver the most stimulating, the most memorable, and certainly the most multisensory of tasting experiences in the years to come. Demonstrations of sound's influence on wine perception will most likely be applicable to a variety of other drinks and foods too. Ultimately, the argument is forwarded that there are many reasons, both theoretical and applied, as to why we should all care about the fact that what we listen to can change the sensory-discriminative, the descriptive, and the hedonic attributes of what we taste.

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How Important is Atmosphere to the Perfect Meal?

Spence

Piqueras‐Fiszman

2014

The Perfect Meal

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“Having a drink in a bar”: An immersive approach to explore the effects of context on drink choice

Cited by 135 publications

References 39 publications

Assessing the influence of the multisensory environment on the whisky drinking experience

Assessing the influence of the multisensory environment on the whisky drinking experience

Wine and music (III): so what if music influences the taste of the wine?

How Important is Atmosphere to the Perfect Meal?

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