Sweet and sour: Music and taste associations

Purpose – This paper aims to extend current understanding concerning the cross-modal correspondences between sounds and tastes by introducing new research tools and experimental data to study associations and their refections between music and taste. Design/methodology/approach – The experiment desi...

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Detalles Bibliográficos
Autores principales:	Mesz, Bruno, Sigman, Mariano, Trevisan, Marcos Alberto
Publicado:	2015
Materias:	Cross-modal associations Cross-modality Music Sourness Sweetness Taste
Acceso en línea:	https://bibliotecadigital.exactas.uba.ar/collection/paper/document/paper_00346659_v45_n3_p357_Kontukoski http://hdl.handle.net/20.500.12110/paper_00346659_v45_n3_p357_Kontukoski
Aporte de:	Biblioteca Digital - Facultad de Ciencias Exactas y Naturales (UBA) de Universidad de Buenos Aires

id	paper:paper_00346659_v45_n3_p357_Kontukoski
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spelling	paper:paper_00346659_v45_n3_p357_Kontukoski2023-06-08T15:00:44Z Sweet and sour: Music and taste associations Mesz, Bruno Sigman, Mariano Trevisan, Marcos Alberto Cross-modal associations Cross-modality Music Sourness Sweetness Taste Purpose – This paper aims to extend current understanding concerning the cross-modal correspondences between sounds and tastes by introducing new research tools and experimental data to study associations and their refections between music and taste. Design/methodology/approach – The experiment design addresses the multidisciplinary approach by using cultural, chemical and statistical analysis methods. Findings – The paper provides further evidence that exposure to the “sweet” or “sour” musical pieces infuences people’s food-related thinking processes and behaviors. It also demonstrates that sweet or sour elements in the music may refect to actual sweetness (as measured by sugar content) and sourness (as measured by organic acid content) of foods developed in association with music carrying similar taste characteristics. Research limitations/implications – The fndings should be replicated and expanded using larger consumer samples and wider repertoires of “taste music” and dependent variables. Also, the level of experimental control should be improved; e.g., the “sweet” and “sour” music were produced using different instruments, which may have an infuence to the results. Practical implications – Ambient “taste music” that is congruent with the basic favors ofthe dishes can be played in restaurants to highlight guests’ sensory experience. Social implications – By carefully considering the symbolic meanings of the music used in different social situations, it is possible to create multimodal experiences and even subconscious expectations in people’ minds. Originality/value – Cross-modal associations are made between the tastes and music. This can infuence on perception of food and provide new ways to build multimodal gastronomic experiences. © Emerald Group Publishing Limited. Fil:Mesz, B. Universidad de Buenos Aires. Facultad de Ciencias Exactas y Naturales; Argentina. Fil:Sigman, M. Universidad de Buenos Aires. Facultad de Ciencias Exactas y Naturales; Argentina. Fil:Trevisan, M. Universidad de Buenos Aires. Facultad de Ciencias Exactas y Naturales; Argentina. 2015 https://bibliotecadigital.exactas.uba.ar/collection/paper/document/paper_00346659_v45_n3_p357_Kontukoski http://hdl.handle.net/20.500.12110/paper_00346659_v45_n3_p357_Kontukoski
institution	Universidad de Buenos Aires
institution_str	I-28
repository_str	R-134
collection	Biblioteca Digital - Facultad de Ciencias Exactas y Naturales (UBA)
topic	Cross-modal associations Cross-modality Music Sourness Sweetness Taste
spellingShingle	Cross-modal associations Cross-modality Music Sourness Sweetness Taste Mesz, Bruno Sigman, Mariano Trevisan, Marcos Alberto Sweet and sour: Music and taste associations
topic_facet	Cross-modal associations Cross-modality Music Sourness Sweetness Taste
description	Purpose – This paper aims to extend current understanding concerning the cross-modal correspondences between sounds and tastes by introducing new research tools and experimental data to study associations and their refections between music and taste. Design/methodology/approach – The experiment design addresses the multidisciplinary approach by using cultural, chemical and statistical analysis methods. Findings – The paper provides further evidence that exposure to the “sweet” or “sour” musical pieces infuences people’s food-related thinking processes and behaviors. It also demonstrates that sweet or sour elements in the music may refect to actual sweetness (as measured by sugar content) and sourness (as measured by organic acid content) of foods developed in association with music carrying similar taste characteristics. Research limitations/implications – The fndings should be replicated and expanded using larger consumer samples and wider repertoires of “taste music” and dependent variables. Also, the level of experimental control should be improved; e.g., the “sweet” and “sour” music were produced using different instruments, which may have an infuence to the results. Practical implications – Ambient “taste music” that is congruent with the basic favors ofthe dishes can be played in restaurants to highlight guests’ sensory experience. Social implications – By carefully considering the symbolic meanings of the music used in different social situations, it is possible to create multimodal experiences and even subconscious expectations in people’ minds. Originality/value – Cross-modal associations are made between the tastes and music. This can infuence on perception of food and provide new ways to build multimodal gastronomic experiences. © Emerald Group Publishing Limited.
author	Mesz, Bruno Sigman, Mariano Trevisan, Marcos Alberto
author_facet	Mesz, Bruno Sigman, Mariano Trevisan, Marcos Alberto
author_sort	Mesz, Bruno
title	Sweet and sour: Music and taste associations
title_short	Sweet and sour: Music and taste associations
title_full	Sweet and sour: Music and taste associations
title_fullStr	Sweet and sour: Music and taste associations
title_full_unstemmed	Sweet and sour: Music and taste associations
title_sort	sweet and sour: music and taste associations
publishDate	2015
url	https://bibliotecadigital.exactas.uba.ar/collection/paper/document/paper_00346659_v45_n3_p357_Kontukoski http://hdl.handle.net/20.500.12110/paper_00346659_v45_n3_p357_Kontukoski
work_keys_str_mv	AT meszbruno sweetandsourmusicandtasteassociations AT sigmanmariano sweetandsourmusicandtasteassociations AT trevisanmarcosalberto sweetandsourmusicandtasteassociations
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Sweet and sour: Music and taste associations

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