Advancing Understanding of the Aesthetics of Temporal Sequences by Combining Some Principles and Practices in Music and Cuisine With Psychology

Rozin, Paul; Rozin, Alexander

doi:10.1177/1745691618762339

Cited by 14 publications

(10 citation statements)

References 48 publications

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“…At the same time, however, there is a growing realization that certain food and beverage products have a temporally-evolving flavour profile (Wang, Mesz, & Spence, 2017a, b), and hence synchronizing the musical properties to the evolving attributes of the tasting experience becomes an increasingly important issue. Evidence from elsewhere in the field of multisensory research would appear to suggest that temporally synchronized soundscapes are likely to have a more pronounced influence over the tasting experience than when food is tasted at random points in the music (though see Houge & Friedrichs, 2013, for a discussion of the difficulty of synchronising music with food in a restaurant setting; see also Rozin & Rozin, 2018). Now, of course, all these caveats, likely mean that while 'sonic seasoning' has an important role in multisensory experience design (see Spence, 2019), there may be less that is directly applicable from a marketing perspective (or rather the application might be more on the advertising side than on the choice of music to play in-store/restaurant).…”

Section: Tell Me About the Taste Of The Product Vs Tell Me About Youmentioning

confidence: 99%

Extrinsic Auditory Contributions to Food Perception & Consumer Behaviour: an Interdisciplinary Review

et al. 2019

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Food product-extrinsic sounds (i.e., those auditory stimuli that are not linked directly to a food or beverage product, or its packaging) have been shown to exert a significant influence over various aspects of food perception and consumer behaviour, often operating outside of conscious awareness. In this review, we summarise the latest evidence concerning the various ways in which what we hear can influence what we taste. According to one line of empirical research, background noise interferes with tasting, due to attentional distraction. A separate body of marketing-relevant research demonstrates that music can be used to bias consumers’ food perception, judgments, and purchasing/consumption behaviour in various ways. Some of these effects appear to be driven by the arousal elicited by loud music as well as the entrainment of people’s behaviour to the musical beat. However, semantic priming effects linked to the type and style of music are also relevant. Another route by which music influences food perception comes from the observation that our liking/preference for the music that we happen to be listening to carries over to influence our hedonic judgments of what we are tasting. A final route by which hearing influences tasting relates to the emerging field of ‘sonic seasoning’. A developing body of research now demonstrates that people often rate tasting experiences differently when listening to soundtracks that have been designed to be (or are chosen because they are) congruent with specific flavour experiences (e.g., when compared to when listening to other soundtracks, or else when tasting in silence). Taken together, such results lead to the growing realization that the crossmodal influences of music and noise on food perception and consumer behaviour may have some important if, as yet, unrecognized implications for public health.

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Section: Tell Me About the Taste Of The Product Vs Tell Me About Youmentioning

confidence: 99%

Extrinsic Auditory Contributions to Food Perception & Consumer Behaviour: an Interdisciplinary Review

et al. 2019

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“…Bear in mind here only how “common fate” is one of the most important Gestalt grouping principles ( Spence, 2015a ). Nevertheless, one might also consider the similarities not only in the structure of the tasting experience with a musical excerpt, but the structure of meals and music more generally, as highlighted by Rozin and Rozin (2018) ; cf. McNeil (1993-1994) .…”

Section: Multisensory Flavour Perception and Sonic Seasoning: The Basicsmentioning

confidence: 99%

Commercializing Sonic Seasoning in Multisensory Offline Experiential Events and Online Tasting Experiences

et al. 2021

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The term “sonic seasoning” refers to the deliberate pairing of sound/music with taste/flavour in order to enhance, or modify, the multisensory tasting experience. Although the recognition that people experience a multitude of crossmodal correspondences between stimuli in the auditory and chemical senses originally emerged from the psychophysics laboratory, the last decade has seen an explosion of interest in the use and application of sonic seasoning research findings, in a range of multisensory experiential events and online offerings. These marketing-led activations have included a variety of different approaches, from curating pre-composed music selections that have the appropriate sonic qualities (such as pitch or timbre), to the composition of bespoke music/soundscapes that match the specific taste/flavour of particular food or beverage products. Moreover, given that our experience of flavour often changes over time and frequently contains multiple distinct elements, there is also scope to more closely match the sonic seasoning to the temporal evolution of the various components (or notes) of the flavour experience. We review a number of case studies of the use of sonic seasoning, highlighting some of the challenges and opportunities associated with the various approaches, and consider the intriguing interplay between physical and digital (online) experiences. Taken together, the various examples reviewed here help to illustrate the growing commercial relevance of sonic seasoning research.

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“…It should be noted that there have been various explanations for why peak-end and duration-insensitivity phenomena might be observed, ranging from, for example, conversational norms to memory biases to the meaningfulness of an experience's end or resolution (Rozin and Stellar, 2009;Kahneman, 2011;Xu et al, 2011;O'Brien and Ellsworth, 2012;Blanchard et al, 2014;Schafer et al, 2014;Tully and Meyvis, 2016;Rozin and Rozin, 2018;cf. Müller et al, 2019).…”

Section: Between-and Within-subject Designsmentioning

confidence: 99%

The Hedonics of Debt

et al. 2020

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Psychologists and economists often discuss the “pain” of paying for our purchases. Four experiments examine how people evaluate prospective debt payments, analyzing how different features of a loan (down payment, final payment, duration, monthly payments) affect willingness to accept the loan. Akin to previous findings on physical pain, participants exhibited duration neglect and overweighted final moments. However, participants also focused heavily on the monthly or average payment (unlike in retrospective studies of physical pain where only peak-end moments seem to count). In Experiment 2, participants’ willingness to accept the loan was not significantly diminished by making it more expensive through keeping the same monthly payment but extending the length of the loan by 40% (evincing duration neglect). Further, in Experiments 3 and 4, we show that participants increased their willingness to buy if loans were made longer and more expensive by adding smaller, less “painful” payments to the end.

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Advancing Understanding of the Aesthetics of Temporal Sequences by Combining Some Principles and Practices in Music and Cuisine With Psychology

Cited by 14 publications

References 48 publications

Extrinsic Auditory Contributions to Food Perception & Consumer Behaviour: an Interdisciplinary Review

Extrinsic Auditory Contributions to Food Perception & Consumer Behaviour: an Interdisciplinary Review

Commercializing Sonic Seasoning in Multisensory Offline Experiential Events and Online Tasting Experiences

The Hedonics of Debt

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