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The influence of taste-congruent soundtracks on visual attention and food choice: A cross-cultural eye-tracking study in Chinese and Danish consumers
Peng-Li, Danni1,2,4; Byrne, Derek, V1,4; Chan, Raymond C. K.2,3; Wang, Qian Janice1,4
First AuthorPeng-Li, Danni
Correspondent Emaildpl@food.au.dk (d. peng-li)
2020-10-01
Source PublicationFOOD QUALITY AND PREFERENCE
ISSN0950-3293
Subtypearticle
Volume85Pages:12
QuartileQ1
Contribution Rank2
Abstract

Sound can have a profound impact on our eating experience and behavior. The term "sonic seasoning", arising from crossmodal correspondences, denotes the tendency for soundtracks with congruent taste/flavor attributes to alter people's food perception. However, the implicit behavior effects of such sound-taste correspondence have not yet been tested. Employing eye-tracking technology, the current study explored the influence of custom-composed taste-congruent soundtracks on visual attention to food, and how this audio-visual relationship differs across cultures. Seventy-two participants (37 Chinese; 35 Danish) were each exposed to three sound conditions ("sweet music", "salty music", no music) while observing different food items in a choice paradigm. Across both cultures, participants spent more time fixating on sweet food while listening to "sweet music" and salty food when listening to "salty music", while no differences were observed in the no music condition. Danish participants had, regardless of sound condition, longer fixation times on the food images compared to their Chinese counterparts. Participants' choices in each sound condition were consistent with fixation time spent, implying a clear congruency effect between music and choice behavior. Our findings provide evidence of how specifically tailored music can guide consumers' visual attention to specific food items, suggesting that the brain indeed integrates multiple streams of sensory information during decision-making. The cross-cultural aspect of our study can ultimately be valuable for understanding auditory nudging in different market segments.

KeywordMusic Eye-tracking Crossmodal correspondences Cross-culture Food choice
DOI10.1016/j.foodqual.2020.103962
Indexed BySCI
Language英语
Funding OrganizationGraduate School of Science and Technology, Aarhus University ; Sino-Danish Center of Education and Research ; Aarhus University
Funding ProjectGraduate School of Science and Technology, Aarhus University ; Sino-Danish Center of Education and Research ; Aarhus University
WOS Research AreaFood Science & Technology
WOS SubjectFood Science & Technology
WOS IDWOS:000544216300006
PublisherELSEVIER SCI LTD
WOS KeywordMOVEMENTS ; MUSIC ; CORRESPONDENCES ; IMAGES ; SWEET ; PREFERENCES ; PERCEPTION ; DECISION ; SOUNDS ; POWER
Citation statistics
Cited Times:3[WOS]   [WOS Record]     [Related Records in WOS]
Document Type期刊论文
Identifierhttp://ir.psych.ac.cn/handle/311026/32202
Collection中国科学院心理健康重点实验室
Corresponding AuthorPeng-Li, Danni
Affiliation1.Aarhus Univ, Dept Food Sci, iSENSE Lab, Food Qual Percept & Soc, Aarhus, Denmark
2.Chinese Acad Sci, Inst Psychol, Neuropsychol & Appl Cognit Neurosci Lab, CAS Key Lab Mental Hlth, Beijing, Peoples R China
3.Univ Chinese Acad Sci, Dept Psychol, Beijing, Peoples R China
4.Sino Danish Ctr Educ & Res, Beijing, Peoples R China
First Author Affilication认知与发展心理学研究室
Corresponding Author Affilication认知与发展心理学研究室
Recommended Citation
GB/T 7714
Peng-Li, Danni,Byrne, Derek, V,Chan, Raymond C. K.,et al. The influence of taste-congruent soundtracks on visual attention and food choice: A cross-cultural eye-tracking study in Chinese and Danish consumers[J]. FOOD QUALITY AND PREFERENCE,2020,85:12.
APA Peng-Li, Danni,Byrne, Derek, V,Chan, Raymond C. K.,&Wang, Qian Janice.(2020).The influence of taste-congruent soundtracks on visual attention and food choice: A cross-cultural eye-tracking study in Chinese and Danish consumers.FOOD QUALITY AND PREFERENCE,85,12.
MLA Peng-Li, Danni,et al."The influence of taste-congruent soundtracks on visual attention and food choice: A cross-cultural eye-tracking study in Chinese and Danish consumers".FOOD QUALITY AND PREFERENCE 85(2020):12.
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