As shown by many studies the perception of flavor is the result of a multi-sensory combination. This paper, through a series of empirical studies, has the aim to verify how different stimuli impact food flavor. To this end, three experiments have been conducted. In the first one, the study (15 participants) focused on the influence of material in the case of a beverage container. In the second experiment, involving 31 participants, it was analyzed how the congruence or the incongruity between color and aroma might influence the identification of a particular drink. Finally, the third experiment focused on the influence of music on taste of red and white wine (two kind of music were tested, namely Mozart to represent classical music and Justin Timberlake to represent pop music). Participants were asked to mark a value on a scale: data was analyzed through the ANOVA model. Findings and marketing implications are finally discussed.
CROSSMODAL INTERACTIONS ON FLAVOR PERCEPTION OF BEVERAGES: IMPACT OF COLORS, MATERIALS AND MUSIC
Raffaele Campo
Writing – Review & Editing
;Pierfelice RosatoMethodology
;
2023-01-01
Abstract
As shown by many studies the perception of flavor is the result of a multi-sensory combination. This paper, through a series of empirical studies, has the aim to verify how different stimuli impact food flavor. To this end, three experiments have been conducted. In the first one, the study (15 participants) focused on the influence of material in the case of a beverage container. In the second experiment, involving 31 participants, it was analyzed how the congruence or the incongruity between color and aroma might influence the identification of a particular drink. Finally, the third experiment focused on the influence of music on taste of red and white wine (two kind of music were tested, namely Mozart to represent classical music and Justin Timberlake to represent pop music). Participants were asked to mark a value on a scale: data was analyzed through the ANOVA model. Findings and marketing implications are finally discussed.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
