All of the senses can potentially contribute to the perception and experience of food and drink. Sensory influences come both from the food or drink itself, and from the environment in which that food or drink is tasted and consumed. In this study, participants initially had to pair each of three soundtracks with one of three chocolates (varying on the bitter-sweet dimension). In a second part of the study, the impact of the various music samples on these participants' ratings of the taste of various chocolates was assessed. The results demonstrate that what people hear exerts a significant influence over their rating of the taste of the chocolate. Interestingly, when the results were analysed based on the participants' individual music-chocolate matches (rather than the average response of the whole group), more robust crossmodal effects were revealed. These results therefore provide support for the claim that ambient sound influences taste judgments, and potentially provide useful insights concerning the future design of multisensory tasting experiences.
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