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, Danni2,3,4; Byrne, Derek, V2,4; Chan, Raymond C. K.1,3; Wang, Qian Janice2,4
刊名FOOD QUALITY AND PREFERENCE
2020-10-01
卷号85页码:12
关键词Music Eye-tracking Crossmodal correspondences Cross-culture Food choice
ISSN号0950-3293
DOI10.1016/j.foodqual.2020.103962
产权排序2
文献子类article
英文摘要

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.

资助项目Graduate School of Science and Technology, Aarhus University ; Sino-Danish Center of Education and Research ; Aarhus University
WOS关键词MOVEMENTS ; MUSIC ; CORRESPONDENCES ; IMAGES ; SWEET ; PREFERENCES ; PERCEPTION ; DECISION ; SOUNDS ; POWER
WOS研究方向Food Science & Technology
语种英语
出版者ELSEVIER SCI LTD
WOS记录号WOS:000544216300006
资助机构Graduate School of Science and Technology, Aarhus University ; Sino-Danish Center of Education and Research ; Aarhus University
内容类型期刊论文
源URL[http://ir.psych.ac.cn/handle/311026/32201]  
专题心理研究所_中国科学院心理健康重点实验室
通讯作者Peng-Li, Danni
作者单位1.Univ Chinese Acad Sci, Dept Psychol, Beijing, Peoples R China
2.Aarhus Univ, Dept Food Sci, iSENSE Lab, Food Qual Percept & Soc, Aarhus, Denmark
3.Chinese Acad Sci, Inst Psychol, Neuropsychol & Appl Cognit Neurosci Lab, CAS Key Lab Mental Hlth, Beijing, Peoples R China
4.Sino Danish Ctr Educ & Res, Beijing, Peoples R China
推荐引用方式
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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