Not just another Pint! The Role of Emotion Induced by Music on the Consumer’s Tasting Experience: Supplementary Material
Felipe Reinoso-Carvalho
Silvana Dakduk
Johan Wagemans
Charles Spence
10.6084/m9.figshare.7906799.v1
https://brill.figshare.com/articles/dataset/Not_just_another_Pint_The_Role_of_Emotion_Induced_by_Music_on_the_Consumer_s_Tasting_Experience_Supplementary_Material/7906799
<p>We introduce a novel methodology to assess the influence of the emotion
induced by listening to music on the consumer’s multisensory tasting
experience. These crossmodal effects were analyzed when two contrasting music
tracks (positive vs negative emotion) were presented to consumers while tasting
beer. The results suggest that the emotional reactions triggered by the music
influenced specific aspects of the multisensory tasting experience.
Participants liked the beer more, and rated it as tasting sweeter, when
listening to music associated with positive emotion. The same beer was rated as
more bitter, with higher alcohol content, and as having more body, when the
participants listened to music associated with negative emotion. Moreover,
participants were willing to pay 7–8% more for the beer that was tasted while
they listened to positive music. This novel methodology was subsequently
replicated with two different styles of beer. These results are
discussed along with practical
implications concerning the way in which music can add significant value
to how a consumer responds to a brand.</p>
2019-04-08 08:33:52
beer
flavor
music
crossmodal correspondences
sensory marketing
multisensory
Sensory Processes, Perception and Performance