Cross-modal Influences Research Articles

Differential modulations of theta and beta oscillations by audiovisual congruency in letter-speech sound integration.

The integration of visual letters and speech sounds is a crucial part of learning to read. Previous studies investigating this integration have revealed a modulation by audiovisual (AV) congruency, commonly known as the congruency effect. To investigate the cortical oscillations of the congruency effects across different oscillatory frequency bands, we conducted a Japanese priming task in which a visual letter was followed by a speech sound. We analyzed the power and phase properties of oscillatory activities in the theta and beta bands between congruent and incongruent letter-speech sound (L-SS) pairs. Our results revealed stronger theta-band (5-7Hz) power in the congruent condition and cross-modal phase resetting within the auditory cortex, accompanied by enhanced inter-trial phase coherence (ITPC) in the auditory-related areas in response to the congruent condition. The observed congruency effect of theta-band power may reflect increased neural activities in the left auditory region during L-SS integration. Additionally, theta ITPC findings suggest that visual letters amplify neuronal responses to the following corresponding auditory stimulus, which may reflect the differential cross-modal influences in the primary auditory cortex. In contrast, decreased beta-band (20-35 Hz) oscillatory power was observed in the right centroparietal regions for the congruent condition. The reduced beta power seems to be unrelated to the processing of AV integration, but may be interpreted as the brain response to predicting auditory sounds during language processing. Our data provide valuable insights by indicating that oscillations in different frequency bands contribute to the disparate aspects of L-SS integration.

The sound of shininess: Cross-modal influence of auditory pitch on the perception of gloss

The sound of shininess: Cross-modal influence of auditory pitch on the perception of gloss

Stability of cross-sensory input to primary somatosensory cortex across experience.

Merging information from across sensory modalities is key to forming robust, disambiguated percepts of the world, yet how the brain achieves this feat remains unclear. Recent observations of cross-modal influences in primary sensory cortical areas have suggested that multisensory integration may occur in the earliest stages of cortical processing, but the role of these responses is still poorly understood. We address these questions by testing several hypotheses about the possible functions served by auditory influences on the barrel field of mouse primary somatosensory cortex (S1) using in vivo 2-photon calcium imaging. We observed sound-evoked spiking activity in a small fraction of cells overall, and moreover that this sparse activity was insufficient to encode auditory stimulus identity; few cells responded preferentially to one sound or another, and a linear classifier trained to decode auditory stimuli from population activity performed barely above chance. Moreover S1 did not encode information about specific audio-tactile feature conjunctions that we tested. Our ability to decode auditory audio-tactile stimuli from neural activity remained unchanged after both passive experience and reinforcement. Collectively, these results suggest that while a primary sensory cortex is highly plastic with regard to its own modality, the influence of other modalities are remarkably stable and play a largely stimulus-non-specific role.

The color-flavor incongruency effect elicited by flavor stimuli and words

Previous research has shown that consumers associate specific packaging colors with flavors to generate the color-flavor associations for packaging. Previous studies have also demonstrated that people search more slowly for a product when its color is incongruent with its flavor label than when it is congruent with this flavor, indicative of a packaging color-flavor incongruency effect. Here we report a behavioral study designed to investigate whether actual flavor stimuli can also elicit this effect, and if so, how the effect differs when flavor cues are presented as flavor words versus flavor stimuli. Participants were asked to search for a beverage product labeled with a specific flavor after either tasting flavor stimuli or viewing a flavor word. The results showed that the participants responded faster and more accurately when they were cued by flavor words than flavor stimuli. Moreover, we also found that both flavor stimuli and flavor words could elicit the packaging color-flavor incongruency effect, and the effect elicited by flavor stimuli was greater than that elicited by flavor words. The findings of the present study provide empirical evidence of the crossmodal influence of flavor information on visual search, and also have direct implications for using sensory marketing strategies to enhance consumers’ product search efficiency.

Lunch melodies: Investigating the impact of music on emotions, hunger, liking, and psychophysiology while viewing a lunch meal

Sensory cues like music can influence our behaviour towards food. In the present study, the effect of music on hunger, fullness, desire to eat and liking of foods, while viewing real lunch food items, was investigated. To this end, emotions and physiological measures were obtained to understand the changes in hunger, fullness, desire to eat and liking. The study aimed to examine changes in hunger, fullness, desire to eat, and liking when viewing a lunch meal under silent and varying music conditions. Additionally, the study explored the potential role of emotions to explain these changes. A crossover experimental design was employed using 50 participants (17 males and 33 females) who observed lunch food items during a silent condition (control), or while listening to either liked or disliked music. The findings demonstrate the cross-modal influence of music on hunger and food liking ratings when viewing food. Hunger ratings were higher and more negative emotions were evoked while viewing lunch food items and listening to disliked music. In contrast, in the silent and liked music conditions, which elicited more positive emotions, there were increased ratings of healthy and unhealthy food pleasantness, overall food liking, and food satisfaction. Electrophysiological measures of heart rate (HR) and skin conductance (SC) were obtained while listening to music and viewing a lunch meal. Viewing food items while listening to disliked music evoked negative emotions and significantly increased SC compared to liked music or silent conditions. Viewing the food items under the silent condition evoked positive emotions and significantly increased HR compared to listening to liked and disliked music. This study showed that the participants’ emotions, hunger level, liking, and electrophysiological responses when viewing food are influenced by music that varied with liking. Results from this study may assist in enhancing dining experiences, as well as influencing food choices and satisfaction with meals.

Individualized music induces theta-gamma phase-amplitude coupling in patients with disorders of consciousness.

This study aimed to determine whether patients with disorders of consciousness (DoC) could experience neural entrainment to individualized music, which explored the cross-modal influences of music on patients with DoC through phase-amplitude coupling (PAC). Furthermore, the study assessed the efficacy of individualized music or preferred music (PM) versus relaxing music (RM) in impacting patient outcomes, and examined the role of cross-modal influences in determining these outcomes. Thirty-two patients with DoC [17 with vegetative state/unresponsive wakefulness syndrome (VS/UWS) and 15 with minimally conscious state (MCS)], alongside 16 healthy controls (HCs), were recruited for this study. Neural activities in the frontal-parietal network were recorded using scalp electroencephalography (EEG) during baseline (BL), RM and PM. Cerebral-acoustic coherence (CACoh) was explored to investigate participants' abilitiy to track music, meanwhile, the phase-amplitude coupling (PAC) was utilized to evaluate the cross-modal influences of music. Three months post-intervention, the outcomes of patients with DoC were followed up using the Coma Recovery Scale-Revised (CRS-R). HCs and patients with MCS showed higher CACoh compared to VS/UWS patients within musical pulse frequency (p = 0.016, p = 0.045; p < 0.001, p = 0.048, for RM and PM, respectively, following Bonferroni correction). Only theta-gamma PAC demonstrated a significant interaction effect between groups and music conditions (F (2,44) = 2.685, p = 0.036). For HCs, the theta-gamma PAC in the frontal-parietal network was stronger in the PM condition compared to the RM (p = 0.016) and BL condition (p < 0.001). For patients with MCS, the theta-gamma PAC was stronger in the PM than in the BL (p = 0.040), while no difference was observed among the three music conditions in patients with VS/UWS. Additionally, we found that MCS patients who showed improved outcomes after 3 months exhibited evident neural responses to preferred music (p = 0.019). Furthermore, the ratio of theta-gamma coupling changes in PM relative to BL could predict clinical outcomes in MCS patients (r = 0.992, p < 0.001). Individualized music may serve as a potential therapeutic method for patients with DoC through cross-modal influences, which rely on enhanced theta-gamma PAC within the consciousness-related network.

Influence of flavor information on visual search: Attentional capture by and suppression of flavor-associated colors

Numerous studies have demonstrated the impact of flavor cues on visual search, yet the underlying mechanisms remain elusive. In this experiment, we used event-related potentials (ERPs) to examine whether, and if so, how flavor information could lead to attentional capture by, and suppression of, flavor-associated colors. The participants were asked to taste certain flavored beverages and subsequently complete a shape-based visual search task, while their neural activities were simultaneously recorded. The behavioral results revealed that the participants made slower responses when a distractor in the flavor-associated color (DFAC) was present, suggesting an attentional bias toward the flavor-associated color. The ERP results revealed that the N2pc was detected if the target and the DFAC were shown in the same visual field (e.g. both target and DFCA on the right side of the screen), when the pairings between flavor cues and target colors were incongruent. However, the N2pc was not observed if the target and the DFAC were shown in the opposite visual fields (e.g. target on the right and DFCA on the left side of the screen) for the incongruent color-flavor pairings. Moreover, the distractor positivity (Pd) was observed if the target and the DFAC were shown in the opposite visual field for the congruent color-flavor pairings. These results suggest that both attentional capture and suppression are involved in the influence of flavor information on visual search. Collectively, these findings provide initial electrophysiological evidence on the mechanisms of the crossmodal influence of flavor cues on visual search.

Beauty is in the nose of the beholder: Fragrance modulates attractiveness, confidence and femininity ratings and neural responses to faces of self and others

Previous research investigated cross-modal influence of olfactory stimuli on perception and evaluation of faces. However, little is known about the neural dynamics underpinning this multisensory perception, and no research examined perception for images of oneself, and others, in presence of fragrances. This study investigated the neural mechanisms of olfactory-visual processing using electroencephalography (EEG) and subjective evaluations of self- and other-images.22 female participants evaluated images of female actors and themselves while being exposed to the fragrance of a commercially available body wash or clean air delivered via olfactometer. Participants rated faces for attractiveness, femininity, confidence and glamorousness on visual analogue scales. EEG data was recorded and event-related potentials (ERPs) associated with onset of face stimuli were analysed to consider effects of fragrance presence on face processing, and interactions between fragrance and self-other image-type.Subjective ratings of confidence, attractiveness and femininity were increased for both image-types in pleasant fragrance relative to clean air condition. ERP components covering early-to-late stages of face processing were modulated by the presence of fragrance. Findings also revealed a cross-modal fragrance-face interaction, with pleasant fragrance particularly affecting ERPs to self-images in mid-latency ERP components.Results showed that the pleasant fragrance of the commercially available body wash impacted how participants perceived faces of self and others. Self- and other-image faces were subjectively rated as more attractive, confident and feminine in the presence of the pleasant fragrance compared to an un-fragranced control. The pleasant fragrance also modulated underlying electrophysiological activity. For the first time, an effect of pleasant fragrance on face perception was observed in the N1 component, suggesting impact within 100 ms. Pleasant fragrance also demonstrated greater impact on subsequent neural processing for self, relative to other-faces. The findings have implications for understanding multisensory integration during evaluations of oneself and others.

Metabolic effects of colour- and odour-induced sweetness enhancement

Can the mere expectation of drinking a sweeter beverage induce changes in taste perception and blood metabolism? Recent evidence has shown that sweetness perception can be altered by other senses, such as vision, audition, and olfaction. However, it is still unclear whether such crossmodal influences have a physiological basis. The present study examined how subjective mental states, such as the expectation of drinking a sweeter beverage due to colour and odour associations, may influence taste perception and metabolism. Twenty-seven healthy participants consumed two beverages containing identical sucrose and citric acid concentrations but altered in colour and aroma, namely a green, lemon-flavoured beverage and a red, strawberry-flavoured beverage. On average, the strawberry manipulation resulted in significantly higher sweetness ratings and lower sourness ratings compared to the lemon manipulation, although there were clear individual differences in the direction of sweetness enhancement. Blood glucose and insulin levels measured at −15, 0, 10, 20, 30, 45, 60 and 90 min after consumption showed no direct difference between the two beverage conditions. However, we found a significant indirect effect of perceived sweetness on insulin release, whereby consuming the beverage perceived to be sweeter resulted in higher overall levels of insulin release compared to the beverage that was less sweet. These results show a partial role of subjective sweetness perception influencing metabolism in accordance with an anticipatory budging model, suggesting that psychological intervention programs may be important for diabetes and metabolic syndrome management.

Reducing sweetness expectation in milk tea by crossmodal visuo-auditory interaction

In the realm of healthy dietary choices about reducing sweetness perception, the exploration of crossmodal effects stands as a frequently employed approach. Both music and color can independently influence flavor evaluation and gustatory experience by eliciting emotions. However, less research has been done on the effects of audio-visual crossmodal interactions on sweetness expectations and perceptions. The present study conducted two experiments delving into the crossmodal effect on sweetness expectation and perception of milk tea by manipulating the emotional valence of music and packaging color. The results showed that positive (vs. negative) music led to higher sweetness expectations and perceptions for milk teas with neutral packaging color. Irrespective of music, participants had higher sweetness expectations for milk tea with positive or neutral (vs. negative) packaging colors. The congruence of valence between music and packaging color influenced sweetness perception. Positive (vs. negative) music correlated with a sweeter perception when the packaging color was positive. Exposed to negative music, subjects showed a higher sweetness perception with negative (vs. positive) packaging colors. In conclusion, the results suggest that the valence of music and packaging color crossmodally influence consumers’ evaluation of milk tea, and it differs depending on whether it was tasted. Thus, this study has demonstrated the crossmodal influence of music and packaging color, providing valuable implications for healthy eating and marketing applications.

Visuospatial attention revamps cortical processing of sound amid audiovisual uncertainty.

Selective attentional biases arising from one sensory modality manifest in others. The effects of visuospatial attention, important in visual object perception, are unclear in the auditory domain during audiovisual (AV) scene processing. We investigate temporal and spatial factors that underlie such transfer neurally. Auditory encoding of random tone pips in AV scenes was addressed via a temporal response function model (TRF) of participants' electroencephalogram (N = 30). The spatially uninformative pips were associated with spatially distributed visual contrast reversals ("flips"), through asynchronous probabilistic AV temporal onset distributions. Participants deployed visuospatial selection on these AV stimuli to perform a task. A late (~300 ms) cross-modal influence over the neural representation of pips was found in the original and a replication study (N = 21). Transfer depended on selected visual input being (i) presented during or shortly after a related sound, in relatively limited temporal distributions (<165 ms); (ii) positioned across limited (1:4) visual foreground to background ratios. Neural encoding of auditory input, as a function of visual input, was largest at visual foreground quadrant sectors and lowest at locations opposite to the target. The results indicate that ongoing neural representations of sounds incorporate visuospatial attributes for auditory stream segregation, as cross-modal transfer conveys information that specifies the identity of multisensory signals. A potential mechanism is by enhancing or recalibrating the tuning properties of the auditory populations that represent them as objects. The results account for the dynamic evolution under visual attention of multisensory integration, specifying critical latencies at which relevant cortical networks operate.

The effect of dichotic music presentation on ratings of emotional facial expressions

Music has a cross-modal influence on the emotional appraisal of pictures, probably due to a misattribution of emotion from music to the visually perceived images. Moreover, dichotic listening studies have demonstrated a left-ear (right-hemisphere) advantage for processing emotional and/or musical stimuli. The present study investigated the role of laterality in cross-modal affect misattribution: that is, whether visual judgments of emotion would be affected differently depending on which ear was presented with music via the dichotic listening task. Participants rated the emotionality of happy, sad, and neutral faces while listening to happy or sad music in one ear and white noise in the other. Baseline ratings without music were used as a comparison to see whether and how emotionality judgments shifted in the music conditions. As predicted, the results showed that happy music played to the left ear had a stronger cross-modal influence on ratings of sad faces than the same music played to the right ear. Furthermore, sad music affected the ratings of all faces regardless of whether it was played to the left or right ear. These results do not fully align with any given lateralized model of emotion processing, suggesting that other factors such as negativity bias may play a role.

Crossmodal negativity bias in semantic processing.

Negative events have greater influence on cognitive processing compared with positive events, a phenomenon referred to as the negativity bias. Previous studies have shown that reaction times (RTs) to negatively valenced items are slower in semantic tasks. According to the automatic vigilance hypothesis, these effects are caused by preferential attention to negative stimuli or features diverting cognitive resources away from semantic processing. However, it is still unclear whether the negativity bias can be modulated by affective context in a crossmodal setting and how that occurs. Experiment 1 examined individually presented pictures and words and established that participants were slower to judge negatively valenced picture and word targets in a semantic task. Experiments 2 and 3 probed the crossmodal influences of valence on subsequent semantic processing by using short music clips as primes and valenced pictures or words as targets. Both experiments demonstrated that priming negative versus positive music slowed RTs in a semantic task, irrespective of target valence. Hierarchical Bayesian drift diffusion model analyses suggest that the slow-down effects for negative conditions are mainly attributed to reduced drift rates. Together, these experiments demonstrate that negative auditory valence can impair subsequent semantic processing of visual targets in an additive fashion. These results provide further support for the automatic vigilance hypothesis. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

Number-time interaction: Search for a common magnitude system in a cross-modal setting.

A theory of magnitude (ATOM) suggests that a generalized magnitude system in the brain processes magnitudes such as space, time, and numbers. Numerous behavioral and neurocognitive studies have provided support to ATOM theory. However, the evidence for common magnitude processing primarily comes from the studies in which numerical and temporal information are presented visually. Our current understanding of such cross-dimensional magnitude interactions is limited to visual modality only. However, it is still unclear whether the ATOM-framework accounts for the integration of cross-modal magnitude information. To examine the cross-modal influence of numerical magnitude on temporal processing of the tone, we conducted three experiments using a temporal bisection task. We presented the numerical magnitude information in the visual domain and the temporal information in the auditory either simultaneously with duration judgment task (Experiment-1), before duration judgment task (Experiment-2), and before duration judgment task but with numerical magnitude also being task-relevant (Experiment-3). The results suggest that the numerical information presented in the visual domain affects temporal processing of the tone only when the numerical magnitudes were task-relevant and available while making a temporal judgment (Experiments-1 and 3). However, numerical information did not interfere with temporal information when presented temporally separated from the duration information (Experiments-2). The findings indicate that the influence of visual numbers on temporal processing in cross-modal settings may not arise from the common magnitude system but instead from general cognitive mechanisms like attention and memory.

Investigating the Crossmodal Influence of Odour on the Visual Perception of Facial Attractiveness and Age.

We report two experiments designed to investigate whether the presentation of a range of pleasant fragrances, containing both floral and fruity notes, would modulate people's judgements of the facial attractiveness (Experiment1) and age (Experiment2) of a selection of typical female faces varying in age in the range 20-69 years. In Experiment1, male participants rated the female faces as less attractive when presented with an unpleasant fragrance compared to clean air. The rated attractiveness of the female faces was lower when the participants rated the unpleasant odour as having a lower attractiveness and pleasantness, and a higher intensity. In Experiment2, both male and female participants rated the age of female faces while presented with one of four pleasant fragrances or clean air as a control. Only the female participants demonstrated a crossmodal effect, with the pleasant fragrances inducing an older rating for female faces in the 40-49-years-old age range, whereas a younger rating was documented for female faces in the 60-69-years-old age range. Taken together, these results are consistent with the view that while the valence of fragrance (pleasant versus unpleasant) exerts a robust crossmodal influence over judgements of facial attractiveness, the effects of pleasant fragrance on judgements of a person's age appear to be less reliable. One possible explanation for the differing effect of scent in the two cases relates to the fact that attractiveness judgements are more subjective, hedonic, and/or intuitive than age ratings which are more objective, cognitive-mediated, and/or analytic in nature.

Word order preference in sign influences speech in hearing bimodal bilinguals but not vice versa: Evidence from behavior and eye-gaze

AbstractWe investigated cross-modal influences between speech and sign in hearing bimodal bilinguals, proficient in a spoken and a sign language, and its consequences on visual attention during message preparation using eye-tracking. We focused on spatial expressions in which sign languages, unlike spoken languages, have a modality-driven preference to mention grounds (big objects) prior to figures (smaller objects). We compared hearing bimodal bilinguals’ spatial expressions and visual attention in Dutch and Dutch Sign Language (N = 18) to those of their hearing non-signing (N= 20) and deaf signing peers (N= 18). In speech, hearing bimodal bilinguals expressed more ground-first descriptions and fixated grounds more than hearing non-signers, showing influence from sign. In sign, they used as many ground-first descriptions as deaf signers and fixated grounds equally often, demonstrating no influence from speech. Cross-linguistic influence of word order preference and visual attention in hearing bimodal bilinguals appears to be one-directional modulated by modality-driven differences.

Early beta oscillations in multisensory association areas underlie crossmodal performance enhancement

The combination of signals from different sensory modalities can enhance perception and facilitate behavioral responses. While previous research described crossmodal influences in a wide range of tasks, it remains unclear how such influences drive performance enhancements. In particular, the neural mechanisms underlying performance-relevant crossmodal influences, as well as the latency and spatial profile of such influences are not well understood. Here, we examined data from high-density electroencephalography (N = 30) recordings to characterize the oscillatory signatures of crossmodal facilitation of response speed, as manifested in the speeding of visual responses by concurrent task-irrelevant auditory information. Using a data-driven analysis approach, we found that individual gains in response speed correlated with larger beta power difference (13–25 Hz) between the audiovisual and the visual condition, starting within 80 ms after stimulus onset in the secondary visual cortex and in multisensory association areas in the parietal cortex. In addition, we examined data from electrocorticography (ECoG) recordings in four epileptic patients in a comparable paradigm. These ECoG data revealed reduced beta power in audiovisual compared with visual trials in the superior temporal gyrus (STG). Collectively, our data suggest that the crossmodal facilitation of response speed is associated with reduced early beta power in multisensory association and secondary visual areas. The reduced early beta power may reflect an auditory-driven feedback signal to improve visual processing through attentional gating. These findings improve our understanding of the neural mechanisms underlying crossmodal response speed facilitation and highlight the critical role of beta oscillations in mediating behaviorally relevant multisensory processing.

Asymmetrical cross-modal influence on neural encoding of auditory and visual features in natural scenes

Natural scenes contain multi-modal information, which is integrated to form a coherent perception. Previous studies have demonstrated that cross-modal information can modulate neural encoding of low-level sensory features. These studies, however, mostly focus on the processing of single sensory events or rhythmic sensory sequences. Here, we investigate how the neural encoding of basic auditory and visual features is modulated by cross-modal information when the participants watch movie clips primarily composed of non-rhythmic events. We presented audiovisual congruent and audiovisual incongruent movie clips, and since attention can modulate cross-modal interactions, we separately analyzed high- and low-arousal movie clips. We recorded neural responses using electroencephalography (EEG), and employed the temporal response function (TRF) to quantify the neural encoding of auditory and visual features. The neural encoding of sound envelope is enhanced in the audiovisual congruent condition than the incongruent condition, but this effect is only significant for high-arousal movie clips. In contrast, audiovisual congruency does not significantly modulate the neural encoding of visual features, e.g., luminance or visual motion. In summary, our findings demonstrate asymmetrical cross-modal interactions during the processing of natural scenes that lack rhythmicity: Congruent visual information enhances low-level auditory processing, while congruent auditory information does not significantly modulate low-level visual processing.

Crossmodal Postdiction: Conscious Perception as Revisionist History.

Postdiction occurs when later stimuli influence the perception of earlier stimuli. As the multisensory science field has grown in recent decades, the investigation of crossmodal postdictive phenomena has also expanded. Crossmodal postdiction can be considered (in its simplest form) the phenomenon in which later stimuli in one modality influence earlier stimuli in another modality (e.g., Intermodal Apparent Motion). Crossmodal postdiction can also appear in more nuanced forms, such as unimodal postdictive illusions (e.g., Apparent Motion) that are influenced by concurrent crossmodal stimuli (e.g., Crossmodal Influence on Apparent Motion), or crossmodal illusions (e.g., the Double Flash Illusion) that are influenced postdictively by a stimulus in one or the other modality (e.g., a visual stimulus in the Illusory Audiovisual Rabbit Illusion). In this review, these and other varied forms of crossmodal postdiction will be discussed. Three neuropsychological models proposed for unimodal postdiction will be adapted to the unique aspects of processing and integrating multisensory stimuli. Crossmodal postdiction opens a new window into sensory integration, and could potentially be used to identify new mechanisms of crossmodal crosstalk in the brain.

Is classical music sweeter than jazz? Crossmodal influences of background music and taste/flavour on healthy and indulgent food preferences

Store atmospheres are inherently multisensory and constitute an important driver of consumer behaviour. The research suggests that background music (as one element of the multisensory atmosphere) can influence consumer preference and choice. However, the findings have been inconsistent as far as how background music influences people’s preferences for healthy vs. indulgent foods is concerned. By considering different music genres, food types, and tastes/flavours, we aimed to disentangle the mixed results that have been reported previously. Across two experiments (including one pre-registered replication), the participants rated their preferences for each of several options (healthy savoury, indulgent savoury, healthy sweet, indulgent sweet) while listening to one of four music genres (Jazz, Classical, Rock/Metal, and Hip-hop). The results of the two experiments consistently demonstrated that the effects of background music on food preferences were dependent on the interaction between music genre, food type (healthy vs. indulgent), and taste/flavour (sweet vs. savoury). Crucially, listening to Jazz and Classical music increased people’s preferences for healthy savoury foods (e.g., vegetable sandwich) as compared with Rock/Metal music. Listening to Rock/Metal, Hip-hop, and Jazz music increased people’s preferences for indulgent savoury foods (e.g., a beef sandwich) as compared with Classical music. Additionally, listening to Classical music increased people’s preferences for both healthier (e.g., low-fat milk) and indulgent (e.g., milk chocolate) sweet foods as compared with the other musical genres. The mediating role of emotions was also documented in these experiments. Specifically, positive valence mediated the relationship between music genre and sweet as well as healthier savoury foods, while the feeling of arousal mediated the relationship between music genre and indulgent savoury foods. These findings suggest that auditory atmospherics may influence consumers’ food preferences.Practical implications for store managers concerning when to select and use specific types of background music are made.