Flavor Expectation: The Effect of Assuming Homogeneity on Drink Perception

Background: Flavor perception depends not only on the multisensory integration of the sensory inputs associated with the food or drink itself, but also on the multisensory attributes (or atmosphere) of the environment in which the food/drink is tasted. We report two experiments designed to investigate whether multisensory atmospheric cues could be used to influence the perception of a glass of whisky (that is, a complex but familiar product). The pre-test (experiment 1) was conducted in the laboratory and involved a sample of 18 participants (12 females, 5 males, and 1 who did not specify gender), while the main study (experiment 2) was conducted at a large purpose-designed whisky-tasting event held in London, and enrolled a sample of 441 participants (165 female, 250 male, and 26 who failed to specify their gender). In the main experiment, participants were exposed to three different multisensory atmospheres/rooms, and rated various attributes of the whisky (specifically the nose, the taste/flavor, and the aftertaste) in each room. Results: Analysis of the data showed that each multisensory atmosphere/room exerted a significant effect on participants' ratings of the attributes that the atmosphere/room had been designed to emphasize (namely grassiness, sweetness, and woodiness). Specifically, the whisky was rated as being significantly grassier in the Nose ('grassy') room, as being significantly sweeter in the Taste ('sweet') room, and as having a significantly woodier aftertaste in the Finish ('woody') room. Overall, the participants preferred the whisky when they tasted it in the Finish room. Conclusions: Taken together, these results further our understanding of the significant influence that a multisensory atmosphere can have on people's experience and/or enjoyment of a drink (in this case, a glass of whisky). The implications of these results for the future design of multisensory experiences are discussed.

Section: Discussionsupporting

confidence: 62%

Assessing the influence of the multisensory environment on the whisky drinking experience

Velasco

Jones²,

King³

et al. 2013

“…[17,36]). Especially relevant here are findings from [47]. These researchers demonstrated that there appears to be a 'unity assumption' when it comes to flavour perception.…”

Section: Music's Influence On the Sensory Aspects Of Winementioning

confidence: 82%

Wine and music (III): so what if music influences the taste of the wine?

Spence

Wang

2015

A growing body of evidence, both anecdotal and scientifically rigorous, now points to the fact that what people taste when evaluating a wine, not to mention how much they enjoy the experience, can be influenced by the specifics of any music that happens to be playing at the same time. The question that we wish to address here is 'So what?' Why should anyone care that music (or, for that matter, specially composed soundscapes) exert(s) a crossmodal influence over the wine-tasting experience? 'Why not just drink great wine and forget about the music?' a sceptic might ask. Here, we outline a number of the uses that such research findings have been put to in the marketplace, in experiential events, in artistic performances, and in terms of furthering our theoretical understanding of those factors that influence the tasting experience. We also highlight how the latest in technology (think sensory apps and hyperdirectional loudspeakers, not to mention digitally augmented glassware) augurs well for those wanting to deliver the most stimulating, the most memorable, and certainly the most multisensory of tasting experiences in the years to come. Demonstrations of sound's influence on wine perception will most likely be applicable to a variety of other drinks and foods too. Ultimately, the argument is forwarded that there are many reasons, both theoretical and applied, as to why we should all care about the fact that what we listen to can change the sensory-discriminative, the descriptive, and the hedonic attributes of what we taste.

“…Nevertheless, related work from the food industry has stressed the importance of the initial tasting experience, given the assumption of homogeneity (of a given food product), across a particular tasting experience (e.g. see [104][105][106][107]). …”

Section: Layering Tasting Sensationsmentioning

confidence: 99%

Pairing flavours and the temporal order of tasting

Spence

Wang

Youssef³

2017

There can be little doubt that plating food beautifully is becoming ever more important in the world of high-end cuisine. However, there is a very real danger that all the attention to how a dish looks (or photographs) can end up obscuring the importance of temporal order to flavour perception. That is, there is an increasing tendency to prioritize plating elements in a dish so that they please the eyes of the beholder, rather than necessarily because they deliver the optimum balance of sensations to the palate. Relevant here is the fact that certain combinations of ingredients taste better when sampled simultaneously, or in a particular sequence, than when sampled in a different order. In this review, we examine the importance of sequencing and pairing taste/flavour sensations, both in the design of the meal itself, and when attempting to combine (or match) food and drink. We address the chemical, psychological, and computational strategies that have been suggested by those wishing to combine flavours for maximal impact. We evaluate three general principles of flavour matching: similarity-matching components based on common flavour compounds (or similar flavour profiles); contrast-combinations that are purposely chosen because they differ from each other (a strategy that is more common in the cuisine of some countries than others); and synergy (or emergence) -those combinations that together deliver new flavour experiences or else harmonize with one another. We argue that the psychological account (informed by an awareness of cultural differences), and to a lesser extent the chemical account, provides meaningful suggestions as far as effectively combining flavours is concerned.