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      Music Influences Hedonic and Taste Ratings in Beer

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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.

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          Most cited references29

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          Multisensory flavor perception.

          The perception of flavor is perhaps the most multisensory of our everyday experiences. The latest research by psychologists and cognitive neuroscientists increasingly reveals the complex multisensory interactions that give rise to the flavor experiences we all know and love, demonstrating how they rely on the integration of cues from all of the human senses. This Perspective explores the contributions of distinct senses to our perception of food and the growing realization that the same rules of multisensory integration that have been thoroughly explored in interactions between audition, vision, and touch may also explain the combination of the (admittedly harder to study) flavor senses. Academic advances are now spilling out into the real world, with chefs and food industry increasingly taking the latest scientific findings on board in their food design.
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            On tasty colours and colourful tastes? Assessing, explaining, and utilizing crossmodal correspondences between colours and basic tastes

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              A bittersweet symphony: Systematically modulating the taste of food by changing the sonic properties of the soundtrack playing in the background

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                Author and article information

                Contributors
                Journal
                Front Psychol
                Front Psychol
                Front. Psychol.
                Frontiers in Psychology
                Frontiers Media S.A.
                1664-1078
                06 May 2016
                2016
                : 7
                : 636
                Affiliations
                [1] 1Department of Electronics and Informatics, Vrije Universiteit Brussel Brussels, Belgium
                [2] 2Department of Experimental Psychology, KU Leuven Leuven, Belgium
                [3] 3Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford Oxford, UK
                [4] 4Philips Research Laboratories, Department of Brain, Body and Behavior Eindhoven, The Netherlands
                [5] 5Department of Biophysics, Donders Institute, Radboud University Nijmegen, Netherlands
                [6] 6The Brussels Beer Project Brussels, Belgium
                Author notes

                Edited by: Sonja Yokum, Oregon Research Institute, USA

                Reviewed by: Egon Peter Koster, Helmholtz Institute at Utrecht University, Netherlands; Eva Kemps, Flinders University, Australia; Erica Schulte, University of Michigan, USA

                *Correspondence: Felipe Reinoso Carvalho f.sound@ 123456gmail.com

                This article was submitted to Eating Behavior, a section of the journal Frontiers in Psychology

                Article
                10.3389/fpsyg.2016.00636
                4858754
                27199862
                80a7d722-b172-4f57-9f45-6072dcf772b9
                Copyright © 2016 Reinoso Carvalho, Velasco, van Ee, Leboeuf and Spence.

                This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

                History
                : 08 February 2016
                : 15 April 2016
                Page count
                Figures: 7, Tables: 2, Equations: 0, References: 44, Pages: 12, Words: 8860
                Funding
                Funded by: Arts and Humanities Research Council 10.13039/501100000267
                Award ID: AH/L007053/1
                Funded by: Coordenação de Aperfeiçoamento de Pessoal de Nível Superior 10.13039/501100002322
                Award ID: BEX 3488/13-6
                Funded by: Fonds Wetenschappelijk Onderzoek 10.13039/501100003130
                Award ID: METH/14/02
                Categories
                Psychology
                Original Research

                Clinical Psychology & Psychiatry
                taste,sound,music,perception,experience design,gastrophysics
                Clinical Psychology & Psychiatry
                taste, sound, music, perception, experience design, gastrophysics

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