Abstract
Taste is not a veridical perception: it is modifiable by cognitive and affective processes, as well as by expectations. Even though molecular composition determines the savor, various other factors such as external characteristics and basic assumptions have a sway over perceived pleasantness of food and drink. The rituals associated with wine tastings especially underscore the importance of these subjective ramifications. While auditory stimuli are known to influence drinking experience, the impact of melody on the product itself and on corollary consumer preference is unknown. As routine judgments are also influenced by informational cues, here we evaluated whether description of a unique technological innovation (i.e., serenaded grapes and barrels) as cogent suggestion of quality improves willingness to buy. This project unveils that the belief about music-fed wines, which might be construed as a motivational bias, can alter purchasing decisions; however, further neuro-marketing studies are warranted with this respect.
Highlights
While cognitive regulation of decision-making is yet to be fully understood, it is widely accepted that multi-sensory environment has a significant impact on wine-drinking experience
The questionnaire contained three main sections: the first segment largely focused on drinking patterns and musical preferences of the individuals
We evaluated the disposition of the Hungarian population of unique melody-fed wines
Summary
While cognitive regulation of decision-making is yet to be fully understood, it is widely accepted that multi-sensory environment has a significant impact on wine-drinking experience. The setting/scenery, hue of the ambient lighting, or background music, just to name a few, can effectively shape how people rate the taste of a drink (Pangborn et al, 1963; Morrot et al, 2001; Oberfeld et al, 2009; Spence and Deroy, 2013; Wang and Spence, 2017; Hauck and Hecht, 2019). The extrinsic characteristics of a bottle, such as packaging, price, and brand, are certain to be encountered in this money-driven world; the intrinsic wine attributes other than sensory-hedonic values are less emphasized
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