Not just another pint! The role of emotion induced by music on the consumer’s tasting experience
To measure the impact of the emotion brought on by listening to music on the consumer’s multimodal tasting experience, Reinoso-Carvalho et al. (2019) introduced their unique approach, examining crossmodal effects when customers were exposed to two opposing musical recordings (evoking positive vs. negative emotion) while sipping beer. The findings imply that some facets of the multimodal tasting experience were impacted by the emotional responses elicited by the music. When listening to upbeat music, participants judged the beer as tasting sweeter and preferred it more. When the participants listened to music linked with negative emotion, the identical beer was regarded as being more bitter, having a greater alcohol level, and having more body. Furthermore, when beer was sampled while participants listened to uplifting music, they were prepared to spend 7-8% more for it. This unique process was repeated with two distinct types of beer. The authors discuss these findings in addition to practical ramifications of how music may significantly improve how a consumer reacts to a brand. [NPID: Beer, crossmodal correspondences, flavor, multisensory, music, sensory marketing]
Year: 2019
