| Sumario: | 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.
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