Background soundscapes influence the perception of ice-cream as indexed by electrophysiological measures

Combining hierarchical drift-diffusion model and event-related potentials to reveal how do natural sounds nudge green product purchases

Sound is one of the important environmental factors that influence individuals' decision-making. However, it is still unclear whether and how natural sounds nudge green product purchases. This study proposes an extension of the Stimulus-Organism-Response (S-O-R) framework, suggesting that natural sounds increase early attentional congruency associated with green products, thereby promoting individuals' green product purchases. To test our theory, we conducted an experiment employing a hierarchical drift-diffusion model (HDDM) and utilized an event-related potentials (ERP) method. Results showed that natural sounds not only increased the purchase rate for green products but also enhanced drift rate in favor of purchasing green products. Additionally, consumers also exhibited a reduced frontal early P2 wave (150-230 ms) in response to green products under natural sounds, indicating that natural sounds increased the early attentional congruency associated with green products. More importantly, neural correlates of early attentional congruency meditated the nudge effect of natural sounds on purchase rate and drift rate for green products. This study contributes to the neural understanding of how natural sounds influence green product purchases and provides actionable implications for market managers to design the green products sales environments.

Normative ratings for the Kitchen and Food Sounds (KFS) database

Sounds are important sensory cues for food perception and acceptance. We developed and validated a large-scale database of kitchen and food sounds (180 stimuli) capturing different stages of preparing, cooking, serving, and/or consuming foods and beverages and sounds of packaging, kitchen utensils, and appliances. Each sound was evaluated across nine subjective evaluative dimensions (random order), including stimuli-related properties (e.g., valence, arousal) and food-related items (e.g., healthfulness, appetizingness) by a subsample of 51 to 64 participants (Mdn = 54; N = 332; 69.6% women, Mage = 27.46 years, SD = 10.20). Participants also identified each sound and rated how confident they were in such identification. Results show that, overall, participants could correctly identify the sound or at least recognize the general sound categories. The stimuli of the KFS database varied across different levels (low, moderate, high) of the evaluative dimensions under analysis, indicating good adequacy to a broad range of research purposes. The correlation analysis showed a high degree of association between evaluative dimensions. The sociodemographic characteristics of the sample had a limited influence on the stimuli evaluation. Still, some aspects related to food and cooking were associated with how the sounds are evaluated, suggesting that participants' proficiency in the kitchen should be considered when planning studies with food sounds. Given its broad range of stimulus categories and evaluative dimensions, the KFS database (freely available at OSF ) is suitable for different research domains, from fundamental (e.g., cognitive psychology, basic sensory science) to more applied research (e.g., marketing, consumer science).

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.

Nature's beauty versus urban bustle: Chinese folk music influences food choices by inducing mental imagery of different scenes

Previous research has demonstrated that music can impact people's food choices by triggering emotional states. We reported two virtual reality (VR) experiments designed to examine how Chinese folk music influences people's food choices by inducing mental imagery of different scenes. In both experiments, young healthy Chinese participants were asked to select three dishes from an assortment of two meat and two vegetable dishes while listening to Chinese folk music that could elicit mental imagery of nature or urban scenes. The results of Experiment 1 revealed that they chose vegetable-forward meals more frequently while listening to Chinese folk music eliciting mental imagery of nature versus urban scenes. In Experiment 2, the participants were randomly divided into three groups, in which the prevalence of their mental imagery was enhanced, moderately suppressed, or strongly suppressed by performing different tasks while listening to the music pieces. We replicated the results of Experiment 1 when the participants' mental imagery was enhanced, whereas no such effect was observed when the participants' mental imagery was moderately or strongly suppressed. Collectively, these findings suggest that music may influence the food choices people make in virtual food choice tasks by inducing mental imagery, which provides insights into utilizing environmental cues to promote healthier food choices.

Multi-attribute temporal descriptive methods in sensory analysis applied in food science: A systematic scoping review

Among descriptive sensory evaluation methods, temporal methods have a wide audience in food science because they make it possible to follow perception as close as possible to the moment when sensations are perceived. The aim of this work was to describe 30 years of research involving temporal methods by mapping the scientific literature using a systematic scoping review. Thus, 363 research articles found from a search in Scopus and Web of Science from 1991 to 2022 were included. The extracted data included information on the implementation of studies referring to the use of temporal methods (details related to subjects, products, descriptors, research design, data analysis, etc.), reasons why they were used and the conclusions they allowed to be drawn. Metadata analysis and critical appraisal were also carried out. A quantitative and qualitative synthesis of the results allowed the identification of trends in the way in which the methods were developed, refined, and disseminated. Overall, a large heterogeneity was noted in the way in which the temporal measurements were carried out and the results presented. Some critical research gaps in establishing the validity and reliability of temporal methods have also been identified. They were mostly related to the details of implementation of the methods (e.g., almost no justification for the number of consumers included in the studies, absence of report on panel repeatability) and data analysis (e.g., prevalence of use of exploratory data analysis, only 20% of studies using confirmatory analyses considering the dynamic nature of the data). These results suggest the need for general guidelines on how to implement the method, analyze and interpret data, and report the results. Thus, a template and checklist for reporting data and results were proposed to help increase the quality of future research.

The taste & affect music database: Subjective rating norms for a new set of musical stimuli

Music is a ubiquitous stimulus known to influence human affect, cognition, and behavior. In the context of eating behavior, music has been associated with food choice, intake and, more recently, taste perception. In the latter case, the literature has reported consistent patterns of association between auditory and gustatory attributes, suggesting that individuals reliably recognize taste attributes in musical stimuli. This study presents subjective norms for a new set of 100 instrumental music stimuli, including basic taste correspondences (sweetness, bitterness, saltiness, sourness), emotions (joy, anger, sadness, fear, surprise), familiarity, valence, and arousal. This stimulus set was evaluated by 329 individuals (83.3% women; Mage = 28.12, SD = 12.14), online (n = 246) and in the lab (n = 83). Each participant evaluated a random subsample of 25 soundtracks and responded to self-report measures of mood and taste preferences, as well as the Goldsmiths Musical Sophistication Index (Gold-MSI). Each soundtrack was evaluated by 68 to 97 participants (Mdn = 83), and descriptive results (means, standard deviations, and confidence intervals) are available as supplemental material at osf.io/2cqa5 . Significant correlations between taste correspondences and emotional/affective dimensions were observed (e.g., between sweetness ratings and pleasant emotions). Sex, age, musical sophistication, and basic taste preferences presented few, small to medium associations with the evaluations of the stimuli. Overall, these results suggest that the new Taste & Affect Music Database is a relevant resource for research and intervention with musical stimuli in the context of crossmodal taste perception and other affective, cognitive, and behavioral domains.

Musical and Non-Musical Sounds Influence the Flavour Perception of Chocolate Ice Cream and Emotional Responses

Auditory cues, such as real-world sounds or music, influence how we perceive food. The main aim of the present study was to investigate the influence of negatively and positively valenced mixtures of musical and non-musical sounds on the affective states of participants and their perception of chocolate ice cream. Consuming ice cream while listening to liked music (LM) and while listening to the combination of liked music and pleasant sound (LMPS) conditions gave rise to more positive emotions than listening to just pleasant sound (PS). Consuming ice cream during the LM condition resulted in the longest duration of perceived sweetness. On the other hand, PS and LMPS conditions resulted in cocoa dominating for longer. Bitterness and roasted were dominant under the disliked music and unpleasant sound (DMUS) and DM conditions respectively. Positive emotions correlated well with the temporal sensory perception of sweetness and cocoa when consuming chocolate ice cream under the positively valenced auditory conditions. In contrast, negative emotions were associated with bitter and roasted tastes/flavours under the negatively valenced auditory conditions. The combination of pleasant music and non-musical sound conditions evoked more positive emotions than when either was presented in isolation. Taken together, the results of this study support the view that sensory attributes correlated well with emotions evoked when consuming ice cream under different auditory conditions varying in terms of their valence.

The impact of environmental sounds on food reward

Wanting and liking are both components of food reward, but they manifest in fundamentally different neural substrates. While wanting denotes anticipatory and motivational behaviors, liking is associated with consummatory and hedonic experiences. These distinct constructs have also been quantitatively dissociated in behavioral paradigms. Indeed, internal, physiological, and interoceptive states affect the degree to which the food presented is valued. However, how contextual sensory cues might impact these appetitive and rewarding responses to food remains unexplored. In light of the increasing empirical focus on sound in food research, we investigated the influence of environmental soundscapes on explicit liking, explicit wanting, implicit wanting, choice frequency, and reaction time of healthy/unhealthy food using an online version of the Leeds Food Preference Questionnaire (LFPQ). Soft nature sounds and loud restaurant noises were employed to induce emotional relaxation and arousal respectively. One hundred and one healthy university students completed a repeated-measure design of the LFPQ; once with each soundscape playing in the background. Generalized linear mixed model analyses detected a significant interaction effect between soundscape and food type on choice frequency, yet the post hoc analyses did not reach significance. No interaction effects between soundscape and food type on wanting or liking were discovered. However, hypothesis-driven analyses found that nature sounds increased explicit liking of healthy (vs. unhealthy) foods, while no effect of soundscape on any wanting measures (explicit or implicit) were observed. Finally, exploratory analyses indicated that restaurant noise (vs. nature sound) induced faster response times for both healthy and unhealthy foods. The study exemplifies that in an online setting, contextual auditory manipulation of certain food reward measures and decision processes is feasible.

Pulsed Electric Field (PEF) Processing of Chilled and Frozen-Thawed Lamb Meat Cuts: Relationships between Sensory Characteristics and Chemical Composition of Meat

The effect of PEF processing and chilled storage on the volatile composition and sensory properties of chilled and frozen lamb cuts was investigated in this study. Results showed that PEF-treated chilled and frozen lamb cuts varied in temporal flavour attributes with storage. Storage for 7 days resulted in oxidized flavour, while PEF treatments for all chilled and frozen cuts were associated with browned and livery flavour attributes. Partial least squares regression (PLSR) was applied to determine the predictive relationships between the volatile composition, fatty acid and amino acid profiles, and sensory responses for PEF treated lamb cuts. The results showed that some volatile compounds (2-nonanone, 2-pentylfuran, pyrrole, methyl pyrazine, 2-ethyl-3-methyl pyrazine, and thiophene) correlated well with the meaty and juicy flavour of PEF treated frozen lamb cuts. In PEF treated chilled lamb cuts, meaty and juicy flavours were associated with the presence of fatty acids (C18:0, SFA, 20:5(n-3), and n-3). In contrast, livery and browned perception of both PEF processed chilled and frozen lamb cuts were associated with the presence of amino acids (threonine, phenylalanine, isoleucine, tyrosine, and methionine), and some volatile compounds (heptanal, 2-ethylfuran, pyridine, dimethyl disulphide, dimethyl trisulphide, and 3,5-diethyl-2-methyl pyrazine). Overall, these results imply that careful consideration of type of meat cuts, PEF pre-treatment, and storage are important when subjecting lamb meat to PEF processing.

Sonic Seasoning and Other Multisensory Influences on the Coffee Drinking Experience

The coffee drinking experience undoubtedly depends greatly on the quality of the coffee bean and the method of preparation. However, beyond the product-intrinsic qualities of the beverage itself, there are also a host of other product-extrinsic factors that have been shown to influence the coffee-drinking experience. This review summarizes the influence of everything from the multisensory atmosphere through to the sound of coffee preparation, and from the typeface on the coffee packaging through the drinking vessel. Furthermore, the emerging science around sonic seasoning, whereby specific pieces of music or soundscapes, either pre-composed or bespoke, are used to bring out specific aspects in the taste (e.g., sweetness or bitterness) or aroma/flavor (nutty, dark chocolate, dried fruit notes, etc.) of a coffee beverage is also discussed in depth. Relevant related research with other complex drinks such as beer and wine are also mentioned where relevant.

Virtual Terroir and the Premium Coffee Experience

With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.

Aging and the (Chemical) Senses: Implications for Food Behaviour Amongst Elderly Consumers

The growing aging population are increasingly suffering from the negative health consequences of the age-related decline in their senses, especially their chemical senses. Unfortunately, however, unlike for the higher senses of vision and hearing, there is currently nothing that can be done to bring back the chemical senses once they are lost (or have started their inevitable decline). The evidence suggests that such chemosensory changes can result in a range of maladaptive food behaviours, including the addition of more salt and sugar to food and drink in order to experience the same taste intensity while, at the same time, reducing their overall consumption because food has lost its savour. Here, though, it is also important to stress the importance of the more social aspects of eating and drinking, given the evidence suggesting that a growing number of older individuals are consuming more of their meals alone than ever before. Various solutions have been put forward in order to try to enhance the food experience amongst the elderly, including everything from optimising the product-intrinsic food inputs provided to the remaining functional senses through to a variety of digital interventions. Ultimately, however, the aim has to be to encourage healthier patterns of food consumption amongst this rapidly-growing section of the population by optimising the sensory, nutritional, social, and emotional aspects of eating and drinking. An experimental dinner with the residents of one such home where nostalgic-flavoured healthy ice-creams were served is described.

Cross-Modal Correspondences Between Temperature and Taste Attributes

Temperature is an important characteristic of food and drink. In addition to food-intrinsic temperature (i.e., serving temperature), consumers often experience food-extrinsic temperature (e.g., physical warmth). Emerging research on cross-modal correspondence has revealed that people reliably associate temperature with other sensory features. Building on the literature on cross-modal correspondence and sensation transference theory, the present study aimed to reveal mental representations of temperature–taste correspondence and cross-modal mental representations influencing corresponding sensory/hedonic perceptions of beverages, with a focus on manipulating food-extrinsic warmth. To reveal mental representations of temperature–taste correspondence, Experiment 1 investigated whether temperature words (warm, cool) are associated with sensory/hedonic attributes (e.g., sweet, sour, salty, bitter). The results of Experiment 1 demonstrated that warm (vs. cool) was matched more with saltiness, tastiness, healthfulness, and preference (intention to buy), whereas cool (vs. warm) was matched more with sourness and freshness. Experiment 2 assessed whether cross-modal mental representations influence corresponding sensory/hedonic perceptions of beverages. The participants wore hot and cold pads and rated sensory/hedonic attributes of Japanese tea (Experiment 2a) or black coffee (Experiment 2b) before and after tasting it. The results of Experiment 2a demonstrated that physical warmth (vs. coldness) increased healthfulness and the intention to buy Japanese tea. The results of Experiment 2b did not reveal any effects of physical warmth on sensory/hedonic ratings. These findings provide evidence of taste–temperature correspondence and provide preliminary support for the influence of food-extrinsic warmth on taste attributes related to positivity.

The Effects of Ethnically Congruent Music on Eye Movements and Food Choice-A Cross-Cultural Comparison between Danish and Chinese Consumers

Musical fit refers to the congruence between music and attributes of a food or product in context, which can prime consumer behavior through semantic networks in memory. The vast majority of research on this topic dealing with musical fit in a cultural context has thus far been limited to monocultural groups in field studies, where uncontrolled confounds can potentially influence the study outcome. To overcome these limitations, and in order to explore the effects of ethnically congruent music on visual attention and food choice across cultures, the present study recruited 199 participants from China (n = 98) and Denmark (n = 101) for an in-laboratory food choice paradigm with eye-tracking data collection. For each culture group, the study used a between-subject design with half of the participants listening to only instrumental "Eastern" music and the other half only listening to instrumental "Western" music, while both groups engaged in a food choice task involving "Eastern" and "Western" food. Chi-square tests revealed a clear ethnic congruency effect between music and food choice across culture, whereby Eastern (vs. Western) food was chosen more during the Eastern music condition, and Western (vs. Eastern) food was chosen more in the Western music condition. Furthermore, results from a generalized linear mixed model suggested that Chinese participants fixated more on Western (vs. Eastern) food when Western music was played, whereas Danish participants fixated more on Eastern (vs. Western) food when Eastern music was played. Interestingly, no such priming effects were found when participants listened to music from their own culture, suggesting that music-evoked visual attention may be culturally dependent. Collectively, our findings demonstrate that ambient music can have a significant impact on consumers' explicit and implicit behaviors, while at the same time highlighting the importance of culture-specific sensory marketing applications in the global food industry.

The Impact of High-Pressure Processing on Physicochemical Properties and Sensory Characteristics of Three Different Lamb Meat Cuts

This study investigated the effects of high pressure processing (HPP) on the physicochemical properties and sensory characteristics of different lamb meat cuts. Lamb meat discolouration occurred when HPP was applied at 400 and 600 MPa. Thiobarbituric acid reactive substances (TBARS) values significantly increased with pressure increase from 200 to 600 MPa for loin cut, and 300 to 600 MPa for shoulder and shank cuts. Saturated fatty acid and polyunsaturated fatty acid content significantly decreased with pressure increase from 200 to 600 MPa for shank and shoulder cuts, and 300 to 600 MPa for loin cut. Free amino acids content significantly increased in shank and loin cuts with pressure increase after 200 MPa, and in shoulder cuts after 400 MPa. In addition, samples treated with HPP at high pressure levels of 400 and 600 MPa were associated with browned, livery and oxidized flavours. The pressure levels applied and type of cuts used are important considerations during HPP processing as they influenced physicochemical and sensory properties of lamb samples.