Wang Qian Janice, Spence Charles
a Crossmodal Research Laboratory, Department of Experimental Psychology , University of Oxford , Oxford , UK.
Cogn Emot. 2018 Aug;32(5):1052-1061. doi: 10.1080/02699931.2017.1386623. Epub 2017 Oct 10.
It has recently been demonstrated that the reported tastes/flavours of food/beverages can be modulated by means of external visual and auditory stimuli such as typeface, shapes, and music. The present study was designed to assess the role of the emotional valence of the product-extrinsic stimuli in such crossmodal modulations of taste. Participants evaluated samples of mixed fruit juice whilst simultaneously being presented with auditory or visual stimuli having either positive or negative valence. The soundtracks had either been harmonised with consonant (positive valence) or dissonant (negative valence) musical intervals. The visual stimuli consisted of images of emotional faces from the International Affective Picture System (IAPS) with valence ratings matched to the soundtracks. Each juice sample was rated on two computer-based scales: One anchored with the words sour and sweet, while the other scale required hedonic ratings. Those participants who tasted the juice sample while presented with the positively-valenced stimuli rated the juice as tasting sweeter compared to negatively-valenced stimuli, regardless of whether the stimuli were visual or auditory. These results suggest that the emotional valence of food-extrinsic stimuli can play a role in shaping food flavour evaluation and liking.
最近有研究表明，食品/饮料所报告的口味/风味可通过外部视觉和听觉刺激来调节，如字体、形状和音乐。本研究旨在评估产品外在刺激的情感效价在这种味觉跨模态调制中的作用。参与者在品尝混合果汁样品的同时，会同时呈现具有正性或负性效价的听觉或视觉刺激。配乐要么与协和（正性效价）音乐音程相协调，要么与不协和（负性效价）音乐音程相协调。视觉刺激由国际情感图片系统（IAPS）中情感面孔的图像组成，其效价评级与配乐相匹配。每个果汁样品在两个基于计算机的量表上进行评分：一个以“酸”和“甜”两个词为锚点，另一个量表要求进行享乐主义评分。那些在呈现正性效价刺激时品尝果汁样品的参与者，与负性效价刺激相比，将果汁评为更甜，无论刺激是视觉的还是听觉的。这些结果表明，食品外在刺激的情感效价可在塑造食品风味评价和喜好方面发挥作用。
