Extraordinary emotional responses elicited by auditory stimuli linked to the consumption of food and drink

Abstract

A growing number of food and beverage brands have recently started to become interested in trying to link extraordinary emotional experiences to their product offerings. Oftentimes, such extraordinary responses are triggered by product-extrinsic auditory and, to a lesser extent, visual stimuli, such as music or videos having particular sensory qualities or semantic meaning. While much of the interest in this area recently has been linked to the Autonomous Sensory Meridian Response (ASMR), it is worth noting that there are also a number of other responses, such as chills, thrills, and so-called `skin orgasms' that have been documented previously, if not always in a food-related context. Elsewhere, both multisensory dining experiences and experiential events have also been reported to bring people to tears. There are, in other words, a number of extraordinary emotional responses that can or, in some cases, already have been linked to the consumption of food and drink. While such responses to auditory stimuli (increasingly mediated by technology) in the context of food are by no means widespread, they nevertheless hold the potential of delivering dramatic food and beverage experiences that offer the promise of being more stimulating, more memorable, and more emotionally-engaging than anything that has gone before.