Audiovisual Crossmodal Correspondence between Bubbles’ Size and Pouring Sounds’ Pitch in Carbonated Beverages

Abstract

Visual and auditory carbonation have been separately documented as being two sensory markers of perceived freshness in beverages. The aim of the present study is to investigate the cross-modal interactions between these two dimensions of carbonation. Three experiments focused on crossmodal correspondences between bubble size and pouring sound pitch, which have never been investigated with ecological stimuli. Experiment 1, using an implicit association test (IAT), showed a crossmodal correspondence between bubble size and pouring sound pitch. Experiment 2 confirmed this pitch-size correspondence effect by means of a Go/No-Go Association Task (GNAT). Experiment 3 investigated the mutual dependence between pitch, size, and spatial elevation as well as the influence of attentional factors. No dependence was found, however pitch-size correspondences were obtained only in the condition requiring attentional processes, suggesting that these effects might be driven by top-down influences. These results highlight the robustness of the pitch-size crossmodal correspondence across stimulus contexts varying in complexity. Thus, this correspondence might be fruitfully used to modulate consumers’ perceptions and expectations about carbonated beverages.

Promoting Healthier Drinking Habits: Using Sound to Encourage the Choice for Non-Alcoholic Beers in E-Commerce

“…However, in the sound manipulation condition of Experiment 1, the refreshing expectation was enhanced with the unaltered (vs. low-pressure) sound. Moreover, in Experiment 2, the refreshing expectations were significantly enhanced when participants listened to the unaltered (vs. low-frequency) sound, which is in line with Roque et al’s study [ 31 ].…”

“…Notably, the unaltered beer bottle pouring sound enhanced the refreshing expectations of NAB, and such effects were obtained regardless of the NAB image shown to participants (i.e., beer or can). On the one hand, as explained before, the obtained results are in line with previous research, where it has been shown that high-pitched sounds representing small bubbling (vs. low-pitched sounds/big bubbling) tend to be more congruent with fresher sparkling beverages [31]. On the other hand, this finding may also indicate that consumers can disentangle the image from the sound while shopping in e-commerce, thus not framing the multisensory experience of the image of a can, when accompanied by a beer bottle pouring sound, as semantically incongruent.…”

“…In another similar study, the freshness of carbonated beverages was more associated with high-pitched pouring sounds and small bubbles when compared to low-pitched pouring sounds and big bubbles [ 31 ]. However, in the sound manipulation condition of Experiment 1, the refreshing expectation was enhanced with the unaltered (vs. low-pressure) sound.…”

“…The sounds of beverage manipulation, for example, have been found to be more pleasant than other product sounds [ 28 ]. Previous evidence has also shown the influence that packaging sounds can prompt on sensory expectations or actual taste perceptions [ 29 , 30 , 31 ]. Accordingly, we addressed the present study focusing on emotions and sensory expectations.…”

Spiky sounds sparkling: How voiceless consonants present in the brand name of a beverage are more appropriate in conveying its carbonation strength

“…Prior literature has demonstrated that sharp (vs. rounded) visual logos and sounds can provide reliable cues about the carbonation strength of a beverage (Ngo et al, 2012;Spence & Gallace, 2011). Even the pitch-size association and higher frequency sounds can influence the expectations of carbonation (e.g., smaller bubbles make higher frequency sounds, which leads to an expectation of a fresher beverage (Roque, Lafraire, & Auvray, 2020). Taking this research forward, the current paper adds further evidence of the effect of brand names and consonants on carbonation perception.…”