A study conducted at the Center for Research and Social Intervention (CIS-ISCTE) unveils how hearing stimuli can improve our sensory experiences, namely with regard to taste. The study aimed to explore the interaction between music and the perception of taste, informing the way sound can influence our satisfaction with food and beverage.
The CIS-ISCTE investigation team, consisting of researcher David Guedes and researchers Marília Prada and Margarida Garrido, aimed to investigate the effects of background music in the assessment of food and beverage flavor, particularly when visual clues are less affordable . “With the growing interest in multisensory experiences in restoration and food consumption, our study tested whether music could function as an intensifier of taste, even when visual aspects of food or drink are hidden,” explains David Guedes.
No, participants proved a set of drinks with different colors and flavors. To half of the participants, the drinks were visible, while to the other half, they were hidden in a closed glass. The investigation team used musical excerpts, previously tested as being associated with sweetness or bitter and acid flavors, to evaluate their impact on the perception of these flavors on the beverages.
Doctorate in Basic Psychology from the University of Minho
CIS-ISCTE Science Communication
Resultados da experiência revelaram que a música 'doce' aumentou significativamente a perceção da doçura das bebidas, enquanto a música não doce amplificou a sua acidez.
The results of the experience revealed that “sweet” music significantly increased the perception of the sweetness of the beverages, while non -sweet music amplified its acidity. “We predicted participants to be based more on hearing clues when they couldn’t see what they were proving. However, this is not what happened, ”says Marília Prada. “People have classified visible drinks as more pleasant, suggesting that visual clues continue to play a crucial role in the overall tasting experience,” he adds.
According to Margarida Garrido, “these results indicate that hearing lanes can effectively modulate the perception of taste, reinforcing the idea that our sensory experiences are interconnected,” which can have potential application for food and beverage marketing strategies.
Although acknowledging that further research is needed, namely with different foods and beverages, the research team highlights the contributions of this study to our understanding of sensory interactions in food consumption. Therefore, the implications of this research go beyond the laboratory, especially in terms of marketing strategies and the improvement of consumer experiences in the food industry. David Guedes states that “music can be used as a flavor enhancer even when products are visually hidden”, as is the case with coffee to take (takeaway).
The researcher also suggests that restaurants and cafes may consider the possibility of customizing specific breeding lists to complement their menus, “creating an atmosphere that increases satisfaction with taste.”
Also read:
