Reinoso-Carvalho Felipe, Gunn Laura H, Horst Enrique Ter, Spence Charles
School of Management, University of los Andes, Calle 21 1-20, SD building, Room SD-940, Bogotá 111711, Colombia.
Department of Public Health Sciences, University of North Carolina at Charlotte, Charlotte, NC 28223, USA.
Foods. 2020 Dec 17;9(12):1876. doi: 10.3390/foods9121876.
Sonic seasoning refers to the way in which music can influence multisensory tasting experiences. To date, the majority of the research on sonic seasoning has been conducted in Europe or the USA, typically in a within-participants experimental context. In the present study, we assessed the applicability of sonic seasoning in a large-scale between-participants setting in Asia. A sample of 1611 participants tasted one sample of chocolate while listening to a song that evoked a specific combination of cross-modal and emotional consequences. The results revealed that the music's emotional character had a more prominent effect than its cross-modally corresponding attributes on the multisensory tasting experience. Participants expressed a higher buying intention for the chocolate and rated it as having a softer texture when listening to mainly positive (as compared to mainly negative) music. The chocolates were rated as having a more intense flavor amongst those participants listening to 'softer' as compared to 'harder' music. Therefore, the present study demonstrates that music is capable of triggering a combination of specific cross-modal and emotional effects in the multisensory tasting experience of a chocolate.
声音调味是指音乐影响多感官味觉体验的方式。迄今为止，关于声音调味的大多数研究都是在欧洲或美国进行的，通常是在参与者内实验环境中。在本研究中，我们评估了声音调味在亚洲大规模参与者间环境中的适用性。1611名参与者品尝了一份巧克力样品，同时聆听一首能引发特定跨模态和情感效果组合的歌曲。结果显示，在多感官味觉体验中，音乐的情感特征比其跨模态对应属性的影响更为显著。与聆听主要为负面（相比主要为正面）的音乐时相比，参与者在聆听主要为正面的音乐时对巧克力表达出更高的购买意愿，并将其质地评为更柔软。与聆听“更硬”音乐的参与者相比，聆听“更柔和”音乐的参与者将巧克力的味道评为更浓郁。因此，本研究表明，音乐能够在巧克力的多感官味觉体验中引发特定的跨模态和情感效果组合。
