Reinoso Carvalho Felipe, Velasco Carlos, van Ee Raymond, Leboeuf Yves, Spence Charles
Department of Electronics and Informatics, Vrije Universiteit BrusselBrussels, Belgium; Department of Experimental Psychology, KU LeuvenLeuven, Belgium.
Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford Oxford, UK.
Front Psychol. 2016 May 6;7:636. doi: 10.3389/fpsyg.2016.00636. eCollection 2016.
The research presented here focuses on the influence of background music on the beer-tasting experience. An experiment is reported in which different groups of customers tasted a beer under three different conditions (N = 231). The control group was presented with an unlabeled beer, the second group with a labeled beer, and the third group with a labeled beer together with a customized sonic cue (a short clip from an existing song). In general, the beer-tasting experience was rated as more enjoyable with music than when the tasting was conducted in silence. In particular, those who were familiar with the band that had composed the song, liked the beer more after having tasted it while listening to the song, than those who knew the band, but only saw the label while tasting. These results support the idea that customized sound-tasting experiences can complement the process of developing novel beverage (and presumably also food) events. We suggest that involving musicians and researchers alongside brewers in the process of beer development, offers an interesting model for future development. Finally, we discuss the role of attention in sound-tasting experiences, and the importance that a positive hedonic reaction toward a song can have for the ensuing tasting experience.
此处呈现的研究聚焦于背景音乐对啤酒品尝体验的影响。报告了一项实验，其中不同组别的顾客在三种不同条件下品尝一种啤酒（N = 231）。对照组品尝未贴标签的啤酒，第二组品尝贴有标签的啤酒，第三组品尝贴有标签的啤酒并伴有定制的声音提示（一首现有歌曲的简短片段）。总体而言，与在安静环境中品尝相比，有音乐时啤酒品尝体验的评分更高。特别是，那些熟悉创作该歌曲乐队的人，在边听歌曲边品尝啤酒后，比那些认识乐队但仅在品尝时看到标签的人更喜欢这种啤酒。这些结果支持了这样一种观点，即定制的声音品尝体验可以补充新型饮料（大概还有食品）活动的开发过程。我们建议，在啤酒开发过程中让音乐家、研究人员与酿酒师一起参与，为未来发展提供了一个有趣的模式。最后，我们讨论了注意力在声音品尝体验中的作用，以及对一首歌曲的积极享乐反应对随后品尝体验的重要性。
