Not Just Another Pint! The Role of Emotion Induced by Music on the Consumer’s Tasting Experience
In: Multisensory ResearchBrain and Cognition, University of Leuven (KU Leuven), Tiensestraat 102 — box 3711, Leuven B-3000, Belgium
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Abstract
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.
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Not Just Another Pint! The Role of Emotion Induced by Music on the Consumer’s Tasting Experience
In: Multisensory ResearchBrain and Cognition, University of Leuven (KU Leuven), Tiensestraat 102 — box 3711, Leuven B-3000, Belgium
Search for other papers by Felipe Reinoso-Carvalho in
Current site
Google Scholar
PubMed
Search for other papers by Silvana Dakduk in
Current site
Google Scholar
PubMed
Search for other papers by Johan Wagemans in
Current site
Google Scholar
PubMed
Search for other papers by Charles Spence in
Current site
Google Scholar
PubMed
Abstract
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.
| All Time | Past 365 days | Past 30 Days | |
|---|---|---|---|
| Abstract Views | 4208 | 579 | 51 |
| Full Text Views | 343 | 39 | 2 |
| PDF Views & Downloads | 431 | 61 | 5 |
