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Abstract
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.
Highlights
There is growing evidence to support the claim that multisensory information can be used to improve the design of food/beverage products, as well as the design of dining experiences
How interested are you in music? 5.41 1.33
The participants that knew the band, but who only saw the beer’s label (Condition B), reported having the opposite effect on their hedonic ratings. These results suggest that music may be effectively used to add value to multisensory tasting experiences when there is a previous connection between the participants and the music
Summary
There is growing evidence to support the claim that multisensory information can be used to improve the design of food/beverage products, as well as the design of dining experiences (see Spence, 2015b, for a review). The different colors that may be used on product packaging/labeling have been shown to lead to different flavor associations (e.g., Piqueras-Fiszman and Spence, 2011), and to influence the way in which people search for flavor information (for example, when the color information is congruent vs incongruent with the associated flavor, Velasco et al, 2015). Michel et al (2014) demonstrated that consumers are willing to pay significantly more for art-inspired plating, as compared to neat and simple ways of arranging the food on the plate. Such plating techniques already caught the attention of major retailers, such as Lidl
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